Blue Jays break new campaign
By Adnews Staff
The Toronto Blue Jays baseball team has begun a new multi-media advertising campaign that depicts its players using their athletic abilities in everyday situations. The campaign was created by Publicis Canada. Television and outdoor advertising broke on March 27, radio began on March 20, while newspaper ads began on March 8. Players appearing in the creative include Troy Glaus, AJ Burnett, BJ Ryan, Lyle Overbay, Roy Halladay, Vernon Wells and Russ Adams. In the TV ads, Glaus swings at a piñata at a birthday party, Wells plays hide and seek and Halladay throws rocks at a beehive. The radio ads depict Burnett playing chess against a child, Adams playing foosball against his mother, Overbay playing Monopoly against his wife, and Ryan answering questions about himself for a radio contest. All of the ads conclude with the player's name and position, followed by the line, "It's always game time" along with the Blue Jays logo and new tagline, "You gotta believe." "With this campaign, the Blue Jays wanted to brand our cornerstone players as great athletes while still humanizing them as regular people our fans can readily identify with," said Rob Godfrey, senior vice-president of communications and external relations for the Blue Jays.