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GENESIS: After airing a single ad with Evan Longoria last year, New Era—the maker of official MLB-licensed baseball caps—wanted something more episodic that would stay fresh over the long 2011 baseball season. When a plan to use Charlie Sheen imploded, ad agency The Brooklyn Brothers suggested a series about the rivalry between the New York Yankees and the Boston Red Sox. The idea was to have new 60-second ads coincide with each of the six scheduled series between the clubs, from April to September.