Superstar shortstops Derek Jeter of the New York Yankees and Nomar Garciaparra of the Boston Red Sox are paired in new commercials for FleetBoston Financial.
The effort supports Fleet's online offerings: HomeLink with Quick & Reilly for personal banking and investing and OfficeLink for small business banking. The tag, "Forward. Thinking," introduced by Fleet last year, closes the spots.
Commercials show the all-stars, close friends off the field, in Boston's Cafe Victoria, trading good-natured barbs with comedian Jim Gaffigan as they use computers to access various Fleet services. Interpublic Group agency Hill, Holliday, Connors, Cosmopulos, Boston, created three 30-second ads and one 60-second spot using the ball players.
Fleet, a sponsor of Major League Baseball and the exclusive bank sponsor of both the Yankees and Red Sox, spent $90 million on ads in 2000, per Competitive Media Reporting.