Toronto Blue Jays begin new campaign
By Adnews Staff
The Toronto Blue Jays baseball team broke a new advertising campaign last week using the tagline, "Born to Play." The campaign, developed by Publicis Canada of Toronto, consists of three 30-second television commercials depicting members of the team having flashbacks to their childhoods. In one ad, a young Aaron Hill casts his line all the way across a pond while fishing. In another, Alex Rios as a child throws a pebble from the ground to the window of a top-floor apartment to get a girl's attention. In the third ad, young Roy Halladay throws a brussel sprout through his kitchen window and across his backyard. The television ads are being supported with radio and print advertising featuring other players in similar situations. "Building on the insight gained over the past two seasons, Publicis has created a compelling campaign that is true to the brand," said Laurel Lindsay, vice-president of marketing for the Blue Jays. "In an entertaining manner, the new advertising illustrates that the Jays players are truly gifted athletes and play the game better than anyone else. We're confident that the ads will resonate with our target audiences."