MullenLowe, JetBlue Bid Farewell to Big Papi

By Erik Oster 

It may be hard for Boston Red Sox fans to imagine, especially with the stellar year he’s having, but David Ortiz plans to retire at the end of 2016 after 14 seasons with the club and 20 total (as an Orioles fan, I can’t say I’ll miss him). To say goodbye to the aging slugger, MullenLowe crafted a spot for Red Sox sponsor JetBlue entitled “David Ortiz vs. Piñatas.”

The 45-second spot finds Ortiz mulling over his post-retirement plans. He imagines himself working kids’ parties busting piñatas. Predictably, his swing may be a bit too forceful to make the plan practical.

It’s a simple but effective ad, finding humor in Big Papi’s monstrous swing demolishing a series of piñatas in one swing. Each time, a group of children looks on, their party ruined as they can’t collect the candy, which inevitably finds itself home run distances away from its launch spot. The 45-second ads ends with the message “Whatever’s next for you Big Papi, good luck.” Sure to appeal to Red Sox fans, the ad’s lighthearted humor could also resonate with more casual fans  (even those who dread Big Papi coming up to bat).



Client: JetBlue
Agency: MullenLowe

Chief Creative Officer: Mark Wenneker
Executive Creative Directors: Tim Vaccarino, Dave Weist
Creative Directors: Amy Ferguson, Julia Neumann
Copywriter: Chris Gilbert
Art Director: Dan Pappas

Execkutive Director of Integrated Production: Liza Near
Director of Broadcast Production: Zeke Bowman
Producer: Matt Polski
Senior Digital Producer: Louise Lloyd Owen
Production Supervisor: Kristine Ring-Janicki
Senior Art Producer: Jessica Manning
Senior Production Artist: Julie Sforza
Project Manager: Christina Gratton
Senior Business Affairs Manager: Amy Keddy

Account Management
Executive Director: Drayton Martin
Account Director: Molly Bluhm
Account Executive: Beba Rivera

Group Strategy Director: Ellie Gogan-Tilstone
Senior Strategist: Mike Patrick

Senior Vice President, Group Digital Director: Jade Watts
Associate Digital Media Supervisor: Tracy Barahona
Associate Media Director: Kelly McGowan
Digital Media Supervisor: Shoshana Levine
Senior Media Planner: Lauren Meyers

PR, Social
Senior Vice President, PR Account Director: Jaclyn Ruelle
PR Account Supervisor: Brittany Topham
PR Assistant Account Executives: Kelsey Labrot, Meg Weldon

Production Company: Arts & Sciences
Director: Matt Aselton
Executive Producer: Marc Marrie
Producer: Zoe Odlum

Editing: MackCut
Editor: Ian Mackenzie
Assistant Editor: Mike Leuis
Executive Producer: Sasha Hirschfeld
Producer: Sabina-Elease Utley

Color: Company 3
Colorist: Tom Poole

Animation, Graphics: Method
Executive Producer: Angela Lupo
Visual Effects Producer: Matthew Engel

Sound Design, Mixing: MackCut
Mixer: Sam Shaffer

Music: Storefront Music