Still glowing from the success of last year's "Yanks" campaign for Adidas, Leagas Delaney in San Francisco has landed the plumb creative assignment for baseball's New York Yankees.
The storied franchise has also tapped BBDO, New York, to handle integrated marketing and media planning and buying on a pro bono basis.
Leagas snagged the creative work based on the tagline: "Witness history. Get out there. Go Yanks." The shop will break a series of radio spots this month with the creative concept, while print and outdoor ads are being developed in-house.
Leagas crafted a set of humorous ads last year for team sponsor Adidas featuring zealous Yankees fans with the letters Y-A-N-K-S painted on their bare chests. The actors in the spots became unexpected celebrities in the Bronx bleachers.
The new work for the defending world champs takes a different tact, said agency sources. Ads will focus on the achievements of the ball club, which has won 34 American League pennants and 24 World Series titles.