McCann, Major Leagues Focus on Fans

NEW YORK Interpublic Group’s McCann Erickson breaks new work tonight in its “I live for this” campaign for Major League Baseball that features actual fans instead of professional ballplayers.

The first of six 30-second spots breaks on ESPN, Fox, TBS and and will run through April 30, the client said. The media spend during that time is about $5 million.

In all, 13 fans appear in the spots directed by Peter Gilbert (Hoop Dreams) and were selected earlier this winter from open casting calls in which they spoke of their devotion to teams such as the Yankees, Cardinals, Astros, Angels, Dodgers and Red Sox.

“Our fans exhibit an extraordinary level of passion for the game of baseball. The excitement generated by the fan casting call project and the new ‘I live for this’ spots illustrate the intense dedication and enthusiasm our fans have for their favorite teams and players,” Tim Brosnan, executive vice president of business, MLB, said in a statement.

McCann executive creative director Irwin Warren supervised the creation of the spots for the New York agency. His team included creative director Sandy Stein, art director Kelly Girth and executive producer Mary McInerney.

McCann first launched the “I live for this” campaign in September 2003.