NEW YORK A father is so engrossed in a New York Yankees newspaper insert that he shows little reaction when his son says he's taking the car and his daughter says she's quitting college. And when his wife says, "I'm leaving you . . . for my personal trainer," his only reply is, "We need cheese."
So goes a new TV spot from Merkley Newman Harty & Partners for the New York Post, which promotes a 10-part glossy insert called "The Yankees Century" that hit newsstands this week. The insert traces the history of the ball club and its marquee players, from Babe Ruth to Mickey Mantle and Roger Clemens.
Merkley landed the project after a creative shootout that involved two other undisclosed agencies, sources said. The spot, which runs in 30- and 60-second versions, broke last week and will continue to run until final installment is published.
"It's a great, fun brand to work on," said Alex Gellert, managing partner at the New York shop.
The spot was directed by Scott Vincent and produced by Chris Decker. The art director was Stephen Pearson, Tom Miller wrote the copy, and David Croll was the editor. The agency's executive creative directors are Andy Hirsch and Randy Saitta.