Tierney: See the Phillies, Fall in Love | Adweek Tierney: See the Phillies, Fall in Love | Adweek
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Tierney: See the Phillies, Fall in Love

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NEW YORK The Philadelphia Phillies participate in the game of love in a new campaign that touts Citizens Bank Park as a meeting place for young, single fans.

"When the park opened last year, one of the things we found was that a lot more young adults and atypical baseball fans were going to games," said Kelly Simmons, creative director at Tierney Communications in Philadelphia and creative consultant to the Major League Baseball team. "There was a real surge in couples and girls nights out and guys nights out."

The three 30-second spots, the first of which breaks this week, aim to sell games at the park, which includes two bars, less as a sporting event and more as an outdoor party, Simmons said.

In one ad, Phillies pitcher Billy Wagner throws a strike, exciting two young women who drop their popcorn all over the guys in front of them. To make amends, the girls climb over the seats and share their snacks. In another, Bobby Abreu's foul ball knocks down the blonde rival of a love-struck brunette. In the third spot, a slim young fan is hit in the nose by a Jim Thome homer, providing a Marsha Brady-like moment. In each spot, the fans turn to the camera and thank the "offending" player. The ads are tagged, "You + The Phillies = Good Times."

Spending was undisclosed. Ads will run in regional spot buys. Supporting print and radio ads break next week.