NEW YORK The 2008 season may only be just past the half-way mark, but Major League Baseball this week rolls out a McCann Erickson campaign for the post-season starring actor Rick Gonzalez as a baseball blogger.
A series of 20 spots use the tagline "There's only one October," which was introduced last year in a campaign featuring actor/comedian Dane Cook.
This year's effort again focuses on memorable October moments from America's pastime.
In the latest spots, Gonzalez sits at his desk and writes about these great games and spectacular plays as highlights from the current season and historical images spring to life around him. The campaign also includes print, radio and online elements.
Pete Jones, group creative director at McCann in New York, said the goal is to "get fans excited about October, even if their team doesn't make it to the post-season. There's still great baseball to be watched -- and that's October baseball."
As the campaign unwinds, Gonzalez will introduce viewers to other personalities taking part as guest bloggers, with cross-promotions from MLB broadcast partners TBS and Fox. Jeff Foxworthy, the host of Fox's Are You Smarter Than a 5th Grader?, and comedian Frank Caliendo, whose Frank TV airs on TBS, are scheduled to appear in later commercials.
Dedicated pages on social-networking sites will feature the spots, additional videos and content by the guest bloggers.
The spots will also be distributed to MLB international broadcast partners in English-speaking countries and locally within telecasts of all the MLB clubs.