Ballpark Leads Cheers for Heroes With Halos

LOS ANGELES In an attempt to continue the fervor that has recently surrounded the World Champion Anaheim Angels, The Ballpark has unveiled new advertising for the Major League Baseball team.

The campaign includes four 30-second English-language TV spots and a Spanish-language TV commercial, as well as radio, print and outdoor ads. The previous tagline, “The halos are back,” has evolved to “The halos are back for more.”

Ads continue to feature Angels players in light-hearted situations in the community and focus on the “heroes of last year,” said Andrew Shevin, principal of the Los Angeles agency.

One spot has two bikini-clad women complaining about the heat as they lie by a swimming pool. Angels player David Eckstein is shown twirling his bat by the pool, thus creating a pleasant breeze that cools the women.

Another execution shows a man walking by batting cages. But instead of a pitching machine, Angels pitchers including Jarrod Washburn and Troy Percival are throwing the baseballs. There is also a Spanish-language adaptation of the spot, which includes Anaheim pitchers Ramon Ortiz and Francisco Rodriguez, said client director of marketing Robert Alvarado.

A third spot presents outfielders Darin Erstad and Garrett Anderson at a driving range. But instead of golf balls and clubs, they are hitting baseballs off the tees with bats.

The Angels are spending more than $1 million on ads this season through a combination of cash and trade, with one-third of the spend targeting the Hispanic community, Alvarado said. The media buy was handled in-house.