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Thursday, February 09, 2023

The Athletic: Why the Mets took out a Super Bowl commercial [$]

The 30-second spot effectively delivers dry humor as Mets players fill in as ticket sellers. Brandon Nimmo bolts through an office to a ringing phone yelling “I got it, I got it, I got it” — you know, as outfielders do — before picking it up with a gigantic grin.

Kodai Senga, speaking Japanese in a video call with Tomás Nido, tells the catcher that, indeed, “My ghost fork is just a pitch. It’s not a real ghost.” Nido, seated at a cubicle and holding a landline to his ear, relays this discovery to a fan, who we infer has just asked that burning existential question.

Francisco Lindor and Mr. Met also appear in the commercial, which was filmed last week in Florida. Senga participated remotely from Japan.

Goldberg has done Super Bowl ads before, typically with eight or nine months of lead time. This one came together in about one month, the shortest timeline he’s ever worked on.

“Over this holiday, I was actually talking with our agency partners, and they threw out a crazy idea: ‘What about a Super Bowl ad?’” Goldberg said. “I said, ‘That’s insane, but let me see.’ And we started hatching a plan, and I brought it to Steve, and Steve was like, ‘That’s a great idea. Do you think it could work?’”

RoyalsRetro (AG#1F) Posted: February 09, 2023 at 10:16 AM | 4 comment(s) Login to Bookmark
  Tags: mets

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   1. John Reynard Posted: February 10, 2023 at 03:57 AM (#6116380)
I suspect MLB asked them (arm twisted) to do this if they're going to spend so profligately. I have absolutely no inside information on this. But, it seems the only reason the Mets would run an ad during the SB instead of MLB itself.
   2. Never Give an Inge (Dave) Posted: February 10, 2023 at 04:53 PM (#6116445)
I suspect MLB asked them (arm twisted) to do this if they're going to spend so profligately.

Why would MLB do that, and what leverage would they have to do so? The ad is only going to run in the local market. I guess 48% of local revenues go into the revenue sharing pool, but it seems like Cohen could just tell them to #### off given how much the Mets are paying in luxury taxes already.
   3. Jaack Posted: February 10, 2023 at 05:04 PM (#6116447)
I've heard that the Marlins' marketing team have also decided to target the super bowl and have hired a sign twirler to stand outside the Tempe Total Wine for two hours before game time.
   4. The Yankee Clapper Posted: February 10, 2023 at 07:22 PM (#6116454)
I suspect MLB asked them (arm twisted) to do this if they're going to spend so profligately.
It’s an ad for Mets tickets, not anything more MLB-oriented. Just another local marketing expense, albeit one that apparently attracts a bit more attention than most, which was probably part of the plan.

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