Written by Press Release
Friday, 29 September 2006 10:29
2006 MAJOR LEAGUE BASEBALL POSTSEASON AD CAMPAIGN TO STAR TOMMY LASORDA
One of Baseball’s Most Beloved Personalities is the Ambassador for October Baseball Lasorda Leads Fans Nationwide“To The TV!”
Tommy’s “tough love” messages will appear throughout the postseason in creative ways including beverage coasters and electronic condolence cards that he hopes fans will use to help him spread the word: “It’s October! I live for this! You live for this! The World lives for this! To the TV!”
Tommy Lasorda, a legendary manager and one of baseball’s most charismatic personalities, will be the star of the 2006 Major League Baseball postseason advertising campaign that aims to ignite fans’ passion for the playoffs. The wry new campaign, which features three different television commercials, reminds fans that they can’t miss a moment of October baseball. The television spots, which debut on Friday, September 29, will run throughout the duration of the postseason and will be supplemented by print, radio, internet and mobile messaging.
Lasorda, who has given up his traditional cleats and cap for a more sophisticated October look, appears dapper throughout the campaign dressed in black tie. The three television spots each open with Lasorda stepping into extreme fan situations that
capture the “wanting to run and hide” feeling that every fan has experienced at one point or another. With perfectly delivered dry wit, Lasorda shares a “tough love” message with fans; like one who has climbed into a tree to hide once his team was eliminated from postseason play. In another spot he declares: “Real fans don’t hide in October. They celebrate it!”
“Tommy Lasorda is one of the great ambassadors for the game of baseball,” said Tim Brosnan, Executive Vice President, Business, Major League Baseball. “Our goal is to make October baseball must-see television and Tommy is the perfect person to rouse the baseball fan within everyone. His love and passion for the sport is contagious.”
The 2006 postseason advertising campaign is being supported through numerous Major League Baseball assets. MLB.com will host “Tommy pages” where fans can get “tough love” advice from Tommy, send econdolence cards to fans whose teams have been eliminated from the 2006 postseason, and download free TV brackets. The Tommy print campaign will also be used to promote the MLB Authentic Collection. The radio spots, produced by Major League Baseball Productions, will run locally on Infinity radio stations. The television spots will be distributed to all of Major League Baseball’s international broadcast partners in English speaking countries.
The postseason advertising campaign, created by McCann Erickson, will be supported by an extensive television schedule, both in-game and out-of-game, including ESPN, FOX and Turner Sports. Print advertisement will include Sports Illustrated, USA Today and Baseball America. Radio spots will air in select major markets including XM Satellite Radio and ESPN Radio. Digital messages will be placed on MLB.com as well as a variety of sports, news and entertainment sites.
The new series of ads were developed under the Major League Baseball “I Live for This” campaign, which was introduced in September 2003.