How The Garden Grows

The question behind Kirshenbaum Bond & Partners’ latest work for Cablevision is, how can you call yourself a fan if you don’t get Cablevision?
The star of a 60-second TV spot (shown here) is “Donald Merman” whose sports memorabilia is “repossessed” by representatives of the Sportsfan’s Alliance after he admits he’s a non-subscriber.
The New York agency’s first work for Cablevision property Madison Square Garden network, however, adopts a different tack, taking viewers behind the scenes at Yankee Stadium and the Garden. The shop won the account after a review that involved Warwick, Baker, O’Neill, DeVito/Verdi, DiMassimo and CMG Communications.
Three TV spots, which break this week, have a documentary approach in the hands of “Hoop Dreams” director Peter Gilbert. One spot captures a jam session between Yankees Paul O’Neill (on drums) and Bernie Williams (on guitar). The theme: “It’s more than just a game.”
–Andrew McMains