Lincecum’s avatar is more likable than he is

This commercial from Ground Zero for 2K Sports stars reigning National League Cy Young Award winner Tim Lincecum and his animated counterpart from the popular MLB 2K9 video game. Adweek's Eleftheria Parpis hits it out of the park (sorry) when she notes: "While one is flesh and blood and the other a video game character, the silent Tim, even with all his awkward movements and vacant eyes, ends up coming across as more likable." The real pitcher does seem awfully cranky and uptight. Maybe he just got traded to Pittsburgh—that'd spoil anyone's day. The avatar is eager to please, quick to learn and, like all right-thinking people, he's a Wang Chung fan. Sign that software-generated doppleganger to a long-term deal. He won't demand five-star hotels and limos, just the occasional reboot and upgrade. And the only "juice" in his system will be of the AC variety. (I hear it gives his fastball a little extra zip!)

—Posted by David Gianatasio