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For over 20 years now, the Seattle Mariners have provided a little extra entertainment for their fans in the form of its seasonal ad campaign that stars their most popular players. But these aren’t just sizzle reels designed to pump fans up for the upcoming season. Working with their longtime agency of record Copacino + Fujikado, the Mariners typically produce four to five ads that infuses baseball with some kind of non-baseball element—a speedster needing a pit stop or a left-handed pitcher taking up arts and crafts.
Mariners vp of marketing Gregg Greene explained to Adweek the process that goes into making the team’s creative.