DOUBLE THE FUN

Do two versions of Derek Jeter increase the chances of creating a double play? Well, in a new TV spot for Skippy Doubly Delicious peanut butter, the New York Yankees’ star shortstop–and his “twin”– create some very impressive chemistry.
The 30-second spot by BBDO New York for the new Bestfoods product (a mixture of Skippy peanut butter with Nestlƒ chocolate) features a suited-up Jeter arguing playfully with his
pinstriped double on the product’s mixture.
The ad broke last week for the Englewood Cliffs, N.J., client and is slated to run for most of this quarter, primarily on spot TV and some cable, said Tom Carey, president, BBDO North America.
“This is a product that appeals to an audience that understands and likes baseball,” said Carey, who noted that Jeter’s nationwide recognition factor could be heightened with the commercial. “This would add some tailwind to [Jeter’s] prominence.”
The spot is also topical, said Bruce Hillenbrand, vice president, business management at Bestfoods, because of the start of the baseball season, as well as the Yankees’ home opener being played this week. Carey said there may be follow-up spots.
–Simon Butle