Major League Baseball, FOX and TBS will roll out a series of new star-studded ads highlighting the excitement of Major League Baseball’s Postseason under the theme “There’s Only One October,” starting today.
The campaign, which is the largest in Major League Baseball history, will feature FOX and TBS personalities for the first time ever including American Idol judge Randy Jackson; Jeff Foxworthy, host of Are You Smarter Than a Fifth Grader; Frank Caliendo, star of TBS’s Frank TV and FOX NFL Sunday’s comedic prognosticator; Bill Engvall of The Bill Engvall Show; Timothy Hutton, star of TBS’s new drama Leverage; and an animated Stewie from Family Guy.
In September, the campaign also will feature a prominent group of Major Leaguers as they try to earn a birth in postseason play in the midst of tight pennant races. Actor Rick Gonzalez (Old School, CW’s The Reaper) will continue to appear in spots throughout the remainder of the season.
Each celebrity is seen at a computer writing a blog entry about the excitement of October baseball in their own voice and style. Images of the celebrity are interspersed with great moments in Postseason history while the blog entry is narrated.
In one example, Caliendo comically impersonates United States President George W. Bush talking about if the Cubs are jinxed in the postseason while images of the infamous Game Six of the 2003 NLCS are shown. In another, Caliendo imitates sports broadcaster John Madden discussing the difference between the preseason and the postseason.
"It’s very cool to be associated with Major League Baseball,” said Caliendo. “My dad was a minor league player in the White Sox organization... and now I get to tell him I made it to the big leagues."
In the spot with Foxworthy, he plays off of his famous comedy routine which starts ‘You know you’re a redneck if…’ by saying ‘You know you’re a fan of October if…’ followed by a series of situations that fans are experiencing leading into October. At the end of the spot, Foxworthy incorporates the name of his Fox television show by saying, ‘Even a fifth grader knows, There is Only One October.’”
"I'm excited to be part of this campaign," said Foxworthy. "I love baseball, especially in October, and as a lifetime Braves fan, I've been fortunate to enjoy quite a bit of it."
“I am a huge baseball fanatic, a season ticket holder of the Angels, and have played baseball and followed it my whole life so for me to be able to be a part of this campaign is like me getting a chance to put on a uniform again, smell the grass and hear the crack of the bat,” said Engvall. “The baseball postseason is the most exciting time of the year, it is PURE ADRENALINE.”
“FOX and TBS are outstanding partners who are delivering some of their biggest stars to promote the excitement of Postseason baseball with one cohesive message – There is Only One October,” said Tim Brosnan, Major League Baseball Executive Vice President, Business.
The campaign’s more than $65 million media value is the largest in MLB history and is a collaboration with the league’s two Postseason television partners – FOX and TBS. By utilizing the same Postseason advertising theme, the three entities have created a campaign with a consistent message which celebrates the rich history and exciting moments of October baseball.
Created by McCann Erickson with the support of MLB Productions, the campaign will appear both in-game and out-of-game on FOX and TBS, with extensive online, print and radio support to supplement the television creative. The spots will be distributed to all of Major League Baseball’s international broadcast partners in English speaking countries as well as locally within broadcasts of the 30 MLB Clubs.
Source: MLB, TBS