As the official on-field cap of Major League Baseball MLB, New Era Cap Company hired Spike DDB, a minority-owned, full service advertising agency founded by world renowned film director Spike Lee and DDB Worldwide, to produce and direct its latest television commercials, in support of the launch of its new Authentic Collection on field cap.
The concept of the commercial is familiar and funny. Filmed outside the New Era flagship store on 4th Street in New York City, customers are camped out as if theyre waiting to buy the hottest new product on the market. Mixed in the group of customers are actual MLB players waiting to get their new caps for the season. The players include Jose Reyes of the New York Mets; Robinson Cano of the New York Yankees; Justin Morneau and Johan Santana of the Minnesota Twins; David Eckstein of the St. Louis Cardinals; Justin Verlander of the Detroit Tigers; and Jon Paplelbon of the Boston Red Sox.
When deciding which agency to use, it was pivotal that the end result was one that best represented New Era, Major League Baseball and the product, Gerry Matos, Sr. Vice President of Marketing. Spike DDB came to the table with the best concept and definitely the most passion.
Our goal was to touch the heart of New Eras true fans, to recognize a shared passion for the Authentic Collection by giving fans something trademark Spike fearless ideas served up with authenticity and humor. We cant wait to partner with New Era again, said Spike Lee.
The agency shot two commercials for the product launch. A :15 and :30 second spot, called The Line, which features the group of MLB players waiting outside the store for their caps; the other :15 and :30 second spot, dubbed Game Delay, focuses the spotlight on Cardinals player and World Series MVP, David Eckstein. Both commercials begin airing on ESPN, Fox Sports and regional sports networks on March 12th.
The final :30 Line commercial along with behind the scenes footage of the filming of the commercial, can be seen on YouTube
The relationship between New Era and Spike Lee dates back more than 10 years. This is the second time Lee has directed and produced a commercial for New Era. The first time was in 1998 with New Eras Proud to Play branding campaign.
New Era is introducing its new Performance Headwear caps for the 2007 baseball season, engineered with the latest advancements in cap manufacturing. The new batting practice and on field caps are infused with new fabric containing vapor and moisture management features making them feel and perform better on the field of play.
The 39THIRTY practice cap hit shelves on February 1st, and the 59FIFTY on field cap will debut on March 30th.
About New Era Cap
Since 1920, New Era Cap, located in Buffalo, New York, has been the worlds premier headwear brand with products that transcend time, culture, sport and fashion. Producing more than 30 million caps per year, New Era is the exclusive manufacturer and marketer of the official on field cap worn by every Major League Baseball team and their Minor League affiliates and maintaining agreements with other licensed entities. Some of the Companys core markets include Action Sports, Children, Fan, Suburban, Women and Fashion/Lifestyle. The Company employs people in New York, Alabama and at its operations in Canada, Europe and Japan. New Era is a Category A affiliate of the Fair Labor Association.
The NBA MVP race heats up and Kansas wins in historic fashion on this edition of getthedaily****
Welcome to Get-the-Daily-dot-com. I'm Dana Ward here with your sports news update.
The Kansas Jayhawks won their third NCAA Basketball Championship after defeating the Memphis Tigers 75-68 on Monday. The game was close from the start but with just under two minutes left Memphis began to pull away . Kansas battled back and relied on a strategy of fouling since Memphis struggled with free throws throughout the season, making just over half of them. The strategy paid off and with a few seconds left in the game, Kansas was only down by 3. Kansas star Mario Chalmers shot a heavily contested three pointer with 2 seconds left. It somehow went in and tied the game. Kansas used their momentum to take over the extra period and secure the win. The loss was only the second one this season for Memphis, which won an NCAA-record 38 games this season.
The Detroit Tigers are now 0-7 and have still not won a game this season. The team, which has the league's second- highest payroll at $138 million, was favored by many to win their division and get to the World Series. The Tigers were dealt their latest loss by the Boston Red Sox, who won the game 5-0. So far this season, the Tigers have been outscored 44-15. Their struggles on the offense are especially vexing as the Tigers spent tens of millions of dollars acquiring Edgar Rent-a-ria and Miguel Cabrera. The team has also been hampered by injuries to key players as can be seen on their 15 day DL which includes Curtis Granderson and Fernando Rodney. Starting pitcher Justin Verlander summed up the team's feelings by saying "It's definitely embarrassing." He went to say that they were playing too "casual" and were wrong to think that things will come around on their own. Detroit lost their first 6 games at home and now face 5 straight road games against the Red Sox and White Sox.
The NBA season is drawing to a close which means the MVP race is heating up. This year's top 5 candidate list includes Kobe Bryant, Kevin Garnett, LeBron James, Tim Duncan and . Paul and Bryant are widely seen to be the two front runners, though James, Duncan and Garnett are not out of the race. An LA Times- led national poll of sports reporters confirms this sentiment as Bryant and Paul appeared as the winner in all but 3 ballots. Garnett would be in the top two, but has fought injuries and lack of playing time since his Celtics generally have the game in hand by the start of the fourth quarter. Bryant is considered a strong candidate because of his performance this year and in years past. For all of his accolades, championships, and fame Bryant has never won a league MVP award. Paul has led his team to first place in their division and his numbers are competitive with Bryant's, making up for points with assists. Voting begins immediately after the regular season and is done by sports reporters and broadcasters throughout the country.
That's your sports news for now. I'm Dana Ward. Thanks for watching Get-the-Daily-dot-com. Check back soon for more updates.