Mariners’ Ads Focus on Team’s Stars

SAN FRANCISCO Copacino + Fujikado has unveiled a new campaign for the Seattle Mariners tagged “My oh my.”

The independent Seattle shop created six 30-second TV spots that feature star players such as Adrian Beltre and Richie Sexson and two of the team’s broadcasters.

One spot, “Talk to the Glove,” lampoons the baseball habit of players talking to each other during crucial game situations with their fielding gloves covering their mouths.

The spot starts with a covered-mouth mound meeting involving catcher Kenji Johjima, pitcher Jarrod Washburn and shortstop Yuniesky Betancourt. The action becomes more absurd as players cover their mouths during a post-game interview, while hailing a cab and when ordering at a fast-food drive-through. The commercial concludes with Mariners play-by-play announcers Dave Niehaus and Rick Rizzs holding gloves over their mouths as they broadcast the game summary.

Another spot, “The Legend of Big Richie,” the Mariners’ nearly 7-foot-tall first baseman, has a folk song comparing him to Paul Bunyan.

“We always try to strengthen the bond between our fans and players,” says Kevin Martinez, Mariners’ vice president of marketing. “These commercials do this with fun and entertainment, which are important aspects of our brand.”

Ad spending was undisclosed. The Mariners spent $1.5 million on advertising in 2005, per Nielsen Monitor-Plus.

The spots will run throughout the season on local and regional broadcast and cable channels.

Fans can view the spots and vote for their favorite on SeattleMariners.com.