Fleet Steps Up to Bat

With the Red Sox and Yankees battling for first place, FleetBoston Financial today launches a multimedia campaign here and in New York highlighting the financial insti-tution’s sponsorship of Major League Baseball.
The ads are Hill, Holliday, Connors, Cosmopulos’ first significant effort for the client since Fleet acquired BankBoston last year and the new entity awarded its $40 million account to Hill, Holliday, which handled BankBoston.
Arnold Communications, Boston, had Fleet.
The campaign is intended to underscore Fleet’s increased size and help establish it as a premier financial-services brand, said Hill, Holliday evp Karen Kaplan.
Last year, Fleet’s baseball-related spots from Arnold drew parallels to the bank playing in the financial “big leagues.”
Hill, Holliday takes a different approach, focusing on young baseball fans. “We’re making more of a connection with the customer,” Kaplan said.
One 30-second spot, titled “Pedro,” focuses on a boy named Samuel who insists that family and friends call him Pedro in honor of Red Sox pitching ace Pedro Martinez. The dialogue is in Spanish with English subtitles, closing with the line, “For the game we love. And Pedros everywhere.”
A second spot, “Girl,” features a youngster who rigs up a homemade radio antenna so she can listen to baseball games. The execution ends with the tag, “For the game we love. And fans everywhere.”
The spots will run during prime time, baseball and other sporting events and on Spanish-language stations. They will appear through the summer in Boston and New York, the primary areas of operation for FleetBoston, the nation’s eighth-largest bank, with 1,250 branches in the Northeast. Print, outdoor and stadium signage are also in the mix. K