News
15 April 2010
Blue Jays and Publicis hatch new advertising campaign
TORONTO—Publicis has created a new advertising campaign to promote the 2010 Toronto Blue Jays baseball season. According to Publicis creative director Pat Pirisi, the campaign aspires to fill seats and motivate Jays fans to experience a game first-hand rather than on TV. It is slated to appear in the Toronto Star, Metro, Eye Weekly, and Zoom resto-bars, with a concurrent television advertising campaign.
"The idea is to make it clear to our target audience, that a lot can happen at a live baseball game. We know there are many people watching the Blue Jays on TV, and if we can get even a fraction of them to come out to a live game, we've done our job," says Pirisi. "We worked with the Blue Jays' vice president of marketing, Anthony Partipilo to come up with these adverts. The Jays love them, and want to get them out as soon as possible."
The print adverts, fittingly, are predominantly blue, with soft variations in intensity. They depict famous Jays teammates in dynamic poses – pitching, batting, catching. The page design is minimalist and un-cluttered, focusing on attention-grabbing graphics that lead the eye toward a smaller sidebar containing a baseball season calendar, a Rogers Centre seating map and ticket pricing list.
Gotham font, book and bold, was selected for headlines and body copy, says Publicis account supervisor Chris Lam. This font family, designed in 2000 by type designers Tobias Frere-Jones and Jesse Ragan, has seen widespread recent use - most notably during the Obama election campaign. A Berthold City typeface was employed for smaller elements such as the seat map and season calendar.
The new advertising campaign launched on April 12, coinciding with the Jays' home opener against the Chicago White Sox. Contact: Publicis.ca, Bluejays.ca
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The Toronto Blue Jays print campaign by Publicis
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"The idea is to make it clear to our target audience, that a lot can happen at a live baseball game. We know there are many people watching the Blue Jays on TV, and if we can get even a fraction of them to come out to a live game, we've done our job," says Pirisi. "We worked with the Blue Jays' vice president of marketing, Anthony Partipilo to come up with these adverts. The Jays love them, and want to get them out as soon as possible."
The print adverts, fittingly, are predominantly blue, with soft variations in intensity. They depict famous Jays teammates in dynamic poses – pitching, batting, catching. The page design is minimalist and un-cluttered, focusing on attention-grabbing graphics that lead the eye toward a smaller sidebar containing a baseball season calendar, a Rogers Centre seating map and ticket pricing list.
Gotham font, book and bold, was selected for headlines and body copy, says Publicis account supervisor Chris Lam. This font family, designed in 2000 by type designers Tobias Frere-Jones and Jesse Ragan, has seen widespread recent use - most notably during the Obama election campaign. A Berthold City typeface was employed for smaller elements such as the seat map and season calendar.
The new advertising campaign launched on April 12, coinciding with the Jays' home opener against the Chicago White Sox. Contact: Publicis.ca, Bluejays.ca
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Solution: a stupid ad campaign (like Bell's) that tells us that it is now 'better'?
When will the 'marcom' fools and their million dollar ad agencies learn that just because you run an ad campaign and tell everyone that something is 'better', that doesn't make it so. Try actually making it better (probably can't do this with the Jays)
The new "badboy Raptor-like" Jays logo didn't make the Jays cool and this ad campaign won't make the lame game better.
"The idea is to make it clear to our target audience, that a lot can happen at a live baseball game" ...yes, like wasting your money on a $10 beer when you can have one at home for a dollar.
People are just wiser these days.
Both Pat and Anthony should be fired as this "home opener" was the lowest attended -- ever!
So much for the power of advertising these days. I can only imagine how much this "creative" cost them --waste of money.
They need to lower prices, have certain sales for certain reasons - that's what our society is focused upon - saving money.
People are spending lots of money to watch the game in HD rather than 10$ bucks live -- that's what needs to be focused upon.
The picture of Lind is pretty basic, it doesnt entice me at all!
No catchy slogan? What about something playing on the commercials' stupid statements of "so real it's almost like being there."
White space is great for an advertisement, but there is just something about this ad that seems to be off. Too much blue or something just makes me feel blue.
Anyways, I'm sure I'll be back to rant more. Go Jays regardless.
Thing is Publicis is a very capable firm, they just seemed to have dropped the ball on this project (pardon the pun).
I agree that this ad is quite boring and doesn't show the excitement of being at a game or even a sense of being at a game. At all. There's so much to take in when you're there, the dome, the smells, the crowd...etc, and none of that is in this ad. He might as well be in a batting cage.
-- who is the creative genius that got paid to write that award winning line??? Sadly this is the typical.
it seems that big ad agencies in Canada get the big bucks only to do boring, ineffective campaigns -- designed only to please the boss, but useless to the viewer.
1) too much bilirubin being produced for the liver to remove from the blood
2) a defect in the liver that prevents bilirubin from being removed from the blood, converted to bilirubin/glucuronic acid
3) blockage of the bile ducts that decreases the flow of bile and bilirubin from the liver into the intestines.
4) A lack of colour correction in the preliminary photo editing stage of a design.
I don't think that if they get a "fraction" of tv viewers to go to a live game that Publicis has done its job.
This is when the Agency simply does not deliver. And as was noted, the Jays Home Opener was the lowest attended ever.
Publicis $10 - Blue Jays $0
The 2010 Jays Home Opener was the highest attended home opener in the last 15 years. A complete sell out of the game with scalpers selling tickets at three times their face value.
Consider that it was a Monday night game against the White Sox beating out a Friday opener against Boston. Get your facts straight before commenting on something you know very little (nothing) about.