A Different Brand of Television Commercial
On February 2 and 3, several A's players and coaches converged on Phoenix Municipal Stadium to shoot this year's round of A's television commercials. The commercials, themed "A Different Brand of Baseball," are designed to demonstrate the personalities and skills of A's players and coaches and show how the A's are unique among Major League Baseball organizations.
Players such as Mark Mulder, Barry Zito and Eric Chavez enjoyed participating in the commercials, understanding that the ads are a key vehicle for generating and maintaining fan enthusiasm. (Plus, the players like to see themselves in humorous commercials.)
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According to A's Vice President for Sales and Marketing David Alioto, "The commercials are fun, but they're also an important marketing tool for us. They can create a lot of buzz when they're done well, and we think this year's spots are going to get a lot of buzz."
An ambitious production agenda had the camera crew slated to film eight television spots in two days. (Shooting a single television commercial for a large corporation often takes weeks.) The A's marketing staff, led by Alioto, and ad agency McCann-Erickson/San Francisco, led by Chief Creative Officer Jeff Huggins, worked together to make the commercials a success. For a complete look behind the scenes of the A's TV commercials, be sure to purchase a copy of Athletics Magazine at your next A's game in April.
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