A New Era Dawns . . .

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As is baseball itself, the iconic Seattle Mariners TV spots are entering a new era, For more than two decades, the award-winning spots, featuring established Mariners stars, were eagerly anticipated each Spring, with the opening of the traditional 162-game baseball season—an era ended by the virus-shortened, cardboard-fan 2020 season.

Coincidentally, Jim Copacino, who masterminded the spots for nearly three decades, retired this Spring from Copacino+Fujikado, the agency that he co-founded more than two decades ago. Jim began working on the Mariners account in 1990 at Chiat Day, took it with him to McCann Erickson and had it for a year as freelancer, before he and Betti Fujikado teamed up in 1998 at C+F.

Jim’s son, Chris, now managing the account for C+F, had this explanation of the “new era” in Mariners TV spots:

“The 2020 Mariners campaign highlights this year’s team of very young and very talented players. (In fact, with an average age of 27, the Mariners are the youngest team in Major League Baseball.) The spots promote the youthful energy and fresh vibes of the team, focusing on the exciting potential surrounding the young players.

“With many of these players just beginning their major league careers, very little is known about them. The creative strategy reflects this fact in focusing on the exciting group of emerging players who are young, hungry and ready to create future success for the franchise. The result? Vibrant, high-energy commercials featuring future stars like Justus Sheffield, Evan White, Mallex Smith, J.P. Crawford, Shed Long, Kyle Lewis, Justin Dunn and others.

‘The five spots (links below) in the campaign all feature driving, upbeat music tracks, produced by local artist Captain Midnite, with voiceover by former Blue Scholars MC Geologic and lively, fun graphics. The agency partnered with Vossler Media Group to produce the campaign.”

Hope all is well with you.

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