First-Time Caller

A motor-mouthed radio host who squawks into an early- model microphone stars in The Lord Group’s latest spot for The Sports Authority.
Dubbed “The Sports Authority,” the host (shown here) is part pitchman, part sports nut. He spreads the word about President’s Day sales at the retail sporting goods chain, which has 190 stores in 29 states.
With nary a breath, the character reels off information about sneakers for “just $39.98,” baseball and golf equipment at “pre-season prices” and ski gear at “up to 50 percent off.” He even offers some trenchant insight on the golf sale: “I’m no math major, but that seems like half off.”
The studio is crammed with sporting goods–everything from skiis to a basketball. He holds a softball in his hand.
At the end of his speech, the character is so worked up he falls off the back of his chair. The softball flies into the air and lands in his new mitt.
The tagless 30-second spot, first in a series featuring the character, broke last week in five markets. The Fort Lauderdale, Fla.-based client spends about $20 million on ads each year. –Andrew McMains