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WE DON'T NEED ANOTHER HERO

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With attendance slipping, key players skipping and the San Francisco Giants stealing headlines, the Oakland Athletics and new ad agency Goodby, Berlin & Silverstein/S.F. have thrown a curve into the ad strategy for the 1993 season. Instead of playing the team as safe, affordable family entertainment, GBS has created a series of ads that pitch the excitement of the game and the human side of the team's players. One ad shows Bob Welch mowing down a batter, but the play isn't the only thing on his mind. In voiceover we hear Welch mulling what kind of dog to get. He settles on a 'wiener dog.' The tagline reads, 'Guys like you and me, only different.'
Copyright Adweek L.P. (1993)