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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 MLB.com 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.
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