Fondly recalling the Oakland Raiders' mystique from years gone by, Pickett Advertising has launched a campaign that includes grainy images of the team's current players in their familiar silver-and-black colors.
The campaign, breaking this week throughout Northern California, will include two 30-second TV spots and a number of print executions.
The work promotes the Raiders' seven retail outlets and touts luxury suites for home games. It does not include a general ticket-selling push. Advertising for that is handled by the city of Oakland as part of the deal that brought the team back to the Bay Area from Los Angeles in 1995.
The NFL team plans to spend about $3 million on advertising in major Northern California markets this year, sources said.
One print ad for the Raider Image Stores has a pho tograph of famed wide receiver Jerry Rice celebrating a touchdown catch. Text asks: "Want to go shopping after the game?"
Another ad shows a photo of two Raiders caps with the text: "Much cooler than a salary cap."
"We want to bring back the silver-and-black mystique," agency president Jack Boland said. "[The client] feels like if they reinforce the image of the Raiders in the eyes of consumers, they will be able to sell merchandise and luxury suites."
The TV spots are still in rough cuts. One execution features Raiders game footage and then cuts to a luxury suite. A voiceover says: "Silver and black. With real silverware."
A spot for the Raiders stores also opens with game footage and narration about the team. The voiceover then says there is still one question for the Raiders this season: "What to wear." The spot then cuts to images of Raiders apparel.
The copywriter was Bob Dorfman; the art director was Marc Marvin.
Pickett, based in San Francisco, worked on an outdoor and print project for the Raiders last year before winning the whole account. The shop claims $65 million in billings and also works with Longs Drugs, e-Loan and the YMCA of San Francisco.