A simple game of chance. With a four inch spike.
Four inches of cold, hard steel ground to a point, and rising vertically from a solid wooden base. Will you drive your open palm down onto it with force? Blindfolded? Take the chance, prove yourself. A life without pain has no meaning. Give your life meaning. Spike.
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.