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The trade of Alex Rodriguez to the New York Yankees was not only bad news for Boston baseball fans, it was bad news for Boston ad agencies—for one in particular, anyway.
After the unexpected trade, McCarthy Mambro Bertino, the independent Beantown shop, had to scramble to reshoot an Atari TV spot touting the launch of the videogame Backyard Baseball PS2, starring A-Rod—this time in much snazzier Yankees pinstripes. The makeover extended to packaging and online components, and MMB had just a week to erase any memory of A-Rod as a Texas Ranger.
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