Unum Says, ‘Play Ball!’

NEW YORK Now that baseball season is under way, it’s natural to see marketers embracing the game. The latest commercial entry is “Baseball” from The Gate Worldwide of New York for insurance company Unum, which in January shortened its name from UnumProvident. The spot begins with a baseball player tearing along a base path. As his feet near a base, the words “All-Star shortstop rounds base awkwardly” appear on screen. The action then goes into slow motion with a close-up of the kicked-up dirt and chalk flying around the base as the words “Breaks ankle” show up. What follows is a succinct exploration of how one incident of employee disability can lead to an entire organization being hobbled. (Click here for an interview with John Brody, svp, corporate sales and marketing, Major League Baseball.)