Jeter, Garciaparra in FleetBoston Push

Superstar shortstops Derek Jeter of the New York Yankees and Nomar Garciaparra of the Boston Red Sox are paired in new commercials for FleetBoston Financial.

The effort supports Fleet’s online offerings: HomeLink with Quick & Reilly for personal banking and investing and OfficeLink for small business banking.

Ads were filmed at Cafe Victoria in Boston’s predominantly Italian North End neighborhood and show Jeter and Garciaparra — known to be close friends off the field — paying bills, researching bond funds and managing their charitable foundations online while trading barbs with comedian Jim Gaffigan. The tag “Forward. Thinking,” introduced last year, closes the spots.

Fleet is a sponsor of Major League Baseball and the exclusive bank sponsor of both the Yankees and Red Sox.

The all-stars appear in three 30-second spots and one 60-second execution that break this week in the Northeast, mainly in New York, New Jersey and New England markets. Fleet spent $90 million on ads in 2000, per Competitive Media Reporting. Interpublic Group agency Hill, Holliday, Connors, Cosmopulos, Boston, handles the account.