Archive for the ‘ Commercials ’ Category

2014 Mariners Commercials

SEMA_TRUE TO THE BLUE_URL

Felix Hernandez channels history’s greatest kings. Kyle Seager shows us why he’s an old school baseball player. Hisashi Iwakuma demonstrates his hidden talents. And Robinson Cano is so good, he has his own soundtrack and special effects.

These four scenarios are featured in the 2014 Seattle Mariners television commercials, making their debut Wednesday, March 12, during the broadcast of the Mariners vs. Chicago Cubs game (7:05pm start) on ROOT SPORTS. The commercials, which were shot on location at Peoria, Arizona, in February, will run throughout the season on local and regional broadcast and cable channels. They can also be viewed starting today at mariners.com, where viewers can vote online for their favorite.

Here are the spots for your viewing pleasure!

Crowned – Felix Hernandez gets the royal treatment with each new pitch

Slow Mo and Music – Robinson Cano is a five-time All-Star and he’s got the music and slow motion to prove it

Quiet Surprise – Beneath his quiet demeanor, Hisashi Iwakuma is full of surprises

Old School Kyle – A celebration of Kyle Seager’s gritty, throwback style

Chadwick – An ode to the guy who invented the “K”

Bloopers – Watch the behind-the-scenes action from the 2014 Mariners commercial shoot

Commercials Begin in Peoria but our Thoughts are in Seattle

Braclets

Blue and orange bracelets with STEVE on it have been worn by members of the Mariners front office.

Since 1993, the Seattle Mariners have trained in Peoria, Arizona. And since 1994, another segment of the Mariners family has descended upon Peoria every February with the exception of one year. It’s the creative and production team which works on the Mariners television commercials. This group is the team that I have been privileged to work with for nearly 20 years.

The first year we produced four spots: Lou Piniella as a very unsympathetic therapist, Jay Buhner as a not-so-funny comedian, Chris Bosio as a rather violent dentist and Randy Johnson as circus performer who threw knives a bit wildly. The theme of the campaign was “Aren’t you glad they play for the Mariners instead.” And with that, one of the longest-running television properties in professional sports marketing was born. We have since produced over 100 of these player-based commercials. They have won both local and national awards. They even resulted in a giveaway at Safeco Field when we produced two DVD’s which included the first 100 commercials produced.

Steve and Mariners Marketing Manager Michael Ferguson on Turn Back the Clock Day.

Steve and Mariners Marketing Manager Michael Ferguson on Turn Back the Clock Day.

We just arrived in Peoria this year with the hopes of producing another batch of Mariners commercials. Weather permitting, we plan to shoot six new spots as part of this on-going Seattle tradition. The core of this creative and production team remains the same: Jim Copacino, the principal at our ad agency, Copacino+Fujikado, is at the top of our lineup. Jim is one of the most talented people I have ever worked with. He’s a student and a fan of the game baseball and he is able to combine that with a truckload of creativity. Alongside Jim are Ron Gross and Bill Hoare of Blue Goose Productions. Ron is our director and Bill is our executive producer.  Most commercial shoots for products you see on television take anywhere from 10 hours to 3 days, sometimes weeks. We ask Ron and Bill to get each spot in two hours. Talk about crunch time! These guys have been a blessing to work with and have never botched a shoot. Petr Litomisky is our director of photography and is part of Blue Goose. Petr (no that’s not a spelling mistake, that’s how spells it) joins us each spring from Los Angeles. He is immensely talented and his wild sense of humor has connected with many of our players. In fact, on my way to the airport on Friday, I received texts from Jay Buhner and Dan Wilson mentioning to please say hello to Petr! He is family.

It is, indeed, a family. Twenty years with the same folks in business is extraordinary, especially in the short-attention-span, what-have-you-done-for-me-lately, 140-character world in which we live. However, this year’s trip to Peoria for our Mariners “commercials” family is incredibly difficult. We are without the other person who has been with us every step of the way.

Steve with Joel Pineiro and Jeremy Reed.

Steve with Joel Pineiro and Jeremy Reed.

Steve Cunetta, the senior account supervisor at Copacino+Fujikado, is in Seattle battling cancer and is unable be with us here in Peoria. Steve is as important to our team as any of the other members I mentioned above. His contributions to Mariners advertising, especially the television commercials, are too many to mention. Steve is a fiery blend of passion, professionalism, creativity and thoughtfulness. While his two sons have always been his priority, his love for Mariners Baseball comes in a pretty close second!

Steve has been in and out of the hospital throughout the better part of 2012 and now into the new year. He works hard to rebound from his chemo treatments and his attitude is inspirational. While unable to attend one of our big creative sessions last December, Steve insisted that we “Skype” him into the meeting. When we were unsure about a particular spot, we all looked to the iPad on the table to see what his facial expression was in regards to the conversation. Then, everyone around the table went quiet and we turned to Steve to hear what he thought. As always, Steve would make a point that the rest of us were missing. He is a true pro and his dedication to his family, his profession and the Mariners is unmatched.

Steve playing catch Jerry (aka Felix Hernandez).

Steve playing catch Jerry (aka Felix Hernandez).

While we are excited to embark on a new set of spots this year, all of us are thinking of Steve.

The good news is the Peoria Sports Complex has excellent wireless internet and we brought our tablets so Steve can be with us…every step of the way!

- Kevin Martinez, Seattle Mariners VP of Marketing

Mariners Have Best TV Commercials of Decade

The National Sports Forum has named the Seattle Mariners winners of a head-to-head competition with other sports teams for the best TV commercials over the last 10-years. The Forum took all the winners of the ADchievement© Awards over the last decade and matched them up in brackets. The Mariners went up against the New Orleans Saints, the Toronto Blue Jays, Oakland Athletics and finally the Boston Bruins during the online competition.

The Mariners annual TV campaign is the result of a long-time collaboration with the Seattle agency Copacino+Fujikado. The commercials are shot and directed by Blue Goose Productions of Mercer Island.

Here’s a link to the YouTube page where the Forum posted some of its favorite commercials for participants to watch and vote.

The National Sports Forum, by the way, is the largest gathering of top sports marketing, sales, promotion and event executives from across many leagues and teams from North America.

The ADchievement© Awards recognize outstanding advertising in sports in TV, print, web, in-stadium and social media as selected by an independent group of Southern California advertising experts.

Dustin Ackley was featured in one of the Mariners commercials this season.

- RH

 

Mariners Spring Training Update – Day 31

Day 31 / Tuesday, March 13, 2012 / 15 Days ‘til Opening Night in Tokyo (March 28 vs. Oakland) / 31 Days ‘til Opening Night in Seattle (April 13 vs. Oakland)

Weather:
First pitch at game time was 80° at Maryvale Stadium.

Tweet of the Day:

Mariners vs. Brewers:
The Mariners came from behind and broke a 2-2 tie with a 5-run ninth inning highlighted by a bases loaded Alex Liddi tie-breaking RBI single, a 2-RBI double to left by Michael Saunders and an RBI double to left by Dustin Ackley. Hector Noesi started the game and went 3.0 innings, allowing just three hits including a solo home run by Travis Ishikawa in the second inning. Brandon League (4th), Charlie Furbush (5th) and Sean Henn (8th) each tossed a scoreless inning.

Dustin Ackley (1×4, 2B, 2 RBI, SF), Justin Smoak (2×3, 2 R, 2B, BB), Kyle Seager (1×3, RBI), Alex Liddi (1×1, R, RBI), Michael Saunders (2×4, 2 R, 2 2B, 2 RBI) and Mike Wilson (1×1, R) all collected hits. The Mariners offense was 4-for-8 with runners in scoring position including 3-for-5 with 5 RBI in the ninth inning.

Hector Noesi allowed 1 run in 3.0 innings in his start vs. the Brewers. (AP Photo/Chris Carlson)

Major League Reunion:
There was a bit of a movie reunion this afternoon at Maryvale Stadium, home of the Milwaukee Brewers. Brewers play-by-play man Bob Uecker was here of course, but so was Mariners Special Assistant Pete Vuckovich who was scouting behind home plate. Vuckovich spent five of his 11 Major League seasons with Milwaukee, winning a Cy Young Award with them in 1982. But what the pair might be best remembered for by the mainstream audience is for their parts in the 1989 classic Major League. Uecker portrayed Harry Doyle, the Cleveland Indians broadcaster known for his colorful quotes, and Vuckovich played the part of Clu Haywood, the hated Yankees power hitter. At one point in the film, Doyle remarked about Haywood: “Heywood leads the league in most offensive categories, including nose hair. When this guy sneezes, he looks like a party favor.”

Look ‘Ma! We’re going to be on TV!
ROOT SPORTS will televise 6 Cactus League games, beginning with the back-to-back games TOMORROW (March 14 vs. KC) & THURSDAY (March 15 vs. SF) at 7 pm PT.

Mariners Commercials Unveiled:
The Mariners unveiled their award winning commercials this morning and the players in the clubhouse had their own screening. The five commercials include A Seattle Welcome (Jesus Montero, Brandon League, Jason Vargas), Impressions (Brendan Ryan, Mike Carp, George Sherrill, Kyle Seager, Chone Figgins, Ichiro), Mickey Loves You (Dustin Ackley, Robby Thompson, Jeff Datz), Nobody’s Perfect (Felix Hernandez, Eric Wedge) and Timber (Justin Smoak, Casper Wells, Franklin Gutierrez and Miguel Olivo).

Mariners players had a chance to screen the commercials in the clubhouse.

Mariners All-Access:
Mariners All Access airs tonight at 7:30 p.m. PT on ROOT Sports (replays at 10:30 pm). The 30-minute show is dedicated to game highlights from today’s game vs. the Brewers. Here are some highlights to look forward to in tonight’s show:

  • Highlights of the Mariners in action today vs. Brewers
  • We look at the use of the running game during the spring and how life on the basepaths this time of year can lead to results during the regular season.
  • Meet Forrest Snow the Mariners prospect from the University of Washington
  • And the Mariners talk about their best catches.

What Time Is It?:
To avoid any further start time confusions, Arizona and Seattle are now in the same time zone…Arizona does not observe daylight saving time.

On Tap Tomorrow (3/14):
Opponent: vs. Kansas City Royals
Location: Peoria Stadium
Time: 7:05 p.m.
Pitching Match-up: RHP Kevin Millwood (0-1, 7.00) vs. RHP Aaron Crow
Radio: The game vs. the Royals will be televised on ROOT SPORTS and will be broadcast on 710 ESPN SEATTLE and the Mariners Radio Network. You can also follow via MLB’s Gameday.

Upcoming Probable Pitchers:
3/14 vs. KC (7:05 p.m.) – RHP Kevin Millwood (0-1, 7.20) vs. RHP Aaron Crow
3/15 vs. SF (7:05 p.m.) – RHP Erasmo Ramirez (1-0, 0.00) vs. LHP Barry Zito
3/16 vs. MIL in Tucson (1:05 p.m.) – RHP Felix Hernandez (1-1, 2.57) vs. RHP Marco Estrada
3/16 at  OAK (7:05 p.m.) – RHP Hisashi Iwakuma (1-0, 3.60 vs. RHP Brad Peacock

Mariners 2012 TV Commercials

The Mariners 2012 TV commercials were released today. You can see them and vote on your favorite on Mariners.com/commercials and Mariners.com beat writer Greg Johns also posted a story on the commercials.

Kevin Martinez, Mariners Vice President of Marketing, who’s been present behind the scenes for most of the Mariners TV campaigns, says this year’s crop is a good mix of veterans of the process, some rookies making their debuts, and a few surprises.

Watch the 2012 Mariners Commercials

The character Larry Bernandez, who became a phenomenon last season, makes a special guest appearance. When Felix Hernandez saw the ventriloquist dummy of little Felix/Larry, his reaction was “I don’t believe it.”

There was a real ventriloquist there to give Felix a few lessons on how to work the levers that control the eyes and mouth of the dummy.

Brendan Ryan put on a clinic of his mimicry skills. Martinez says he knew that Ryan did a spot-on Robert De Niro, but he wasn’t aware of the depth of Ryan’s talent. Ryan entertained the film crew with his Christopher Walken, Johnny Carson and Harry Caray. (link to outtake of Ryan’s impersonations)

During the shoot, Martinez figures Ryan repeated his part about 50 times off camera as he fed lines to his co-stars Chone Figgins and George Sherrill. “He was perfect every time. It was fascinating to see him turn it on and turn it off in an instant,” said Martinez.

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Dustin Ackley makes his Mariners TV commercial debut this year in his own featured spot. He shares the screen with a Burgess Meredith look-alike and a chicken. In one scene, the crusty old boxing trainer (a la Mickey Goldmill of the Rocky movies) says to Ackley “If you can catch this, you can catch greased lightening.” The chicken is supposed to dart in front of Ackley, but Martinez says the first five takes, the hen just sat there. The chicken finally lost its stage fright and they got the shot.

The final scene of the commercial is Ackley hitting a home run. It was shot at one of the practice fields at the Peoria Sports Complex and Martinez says the timing was late in the afternoon, what film people call “the magic hour.” The lighting was soft and beautiful, and it almost looked like something out of The Natural.

The other two commercials may as well have been shot in the Pacific Northwest. For Justin Smoak’s turn as a lumberjack, the crew managed to find a stand of pine trees in the middle of the desert at the Raven Golf Club in Phoenix. In Seattle Welcome, Brandon League and Jason Vargas initiate new catcher to the team with a friendly game of salmon toss. Martinez says they had an iPad at the ready with video of the Pike Place fish mongers in case Montero needed a primer on what they were doing. But Martinez says Montero knew all about it from his visits to the Market when he was in town with the Yankees late last season.

The news release detailing the commercials is also posted on Mariners.com.

- RH

Mariners Spring Training Update – Day 30

Day 30 / Monday, March 12, 2012 / 16 Days ‘til Opening Night in Tokyo (March 28 vs. Oakland) / 32 Days ‘til Opening Night in Seattle (April 13 vs. Oakland)

Weather:
First pitch at game time was 74° at Peoria Stadium.

Tweet of the Day:

Mariners vs. Rangers:
Miguel Olivo hit a go-ahead 3-run home run in the sixth inning and Jesus Montero extended the lead with a 2-run double in the seventh as the Mariners came from behind to beat the Texas Rangers 6-4 in Cactus League play Monday afternoon in front of 8,917 fans at Peoria Stadium. Right-hander Blake Beavan went 5.0 strong innings, his longest out of the spring, allowing just two earned runs on three hits while striking out two. Vinnie Catricala hit his second home run of the spring, nearly reaching the tents behind the grass berm beyond the 340-foot mark down the left field line.

Miguel Olivo at SS:
Catcher Miguel Olivo was bouncing around the diamond this morning, leaving his usual spot behind the dish and venturing out to the bases. He began at first base taking throws from third baseman Alex Liddi and Vinnie Catricala and then moved over to second base to work on double-play feeds from second baseman Munenori Kawasaki. After completing the workout, Olivo told 710 ESPN Seattle’s Shannon Drayer that it was the most fun he has had all spring.

Mariners Commercials Unveiled Tomorrow:
The Mariners will unveil their award-winning commercial spots tomorrow, releasing five commercials including A Seattle Welcome (Jesus Montero, Brandon League, Jason Vargas), Impressions (Brendan Ryan, Mike Carp, George Sherrill, Kyle Seager, Chone Figgins, Ichiro), Mickey Loves You (Dustin Ackley, Robby Thompson, Jeff Datz), Nobody’s Perfect (Felix Hernandez, Eric Wedge) and Timber (Justin Smoak, Casper Wells, Franklin Gutierrez and Miguel Olivo).

Mariners Minor League Photo Day:
Mariners minor leaguers went through the same photo drill (on a much smaller scale) that the Major Leaguers went through on February 21st. In total, 180 minor leaguers lined up for their turn in front of the camera.

Mariners All-Access:
Mariners All Access airs tonight at 7:00 p.m. PT on ROOT Sports (replays at 10:00 pm). The 30-minute show is dedicated to game highlights from today’s game vs. the Rangers. Here are some highlights to look forward to in tonight’s show:

  • Highlights of the Mariners in action today vs. Texas
  • We look at the mutually beneficial competition Kyle Seager and Chone Figgins and how each player is helping the other.
  • Bill Krueger and Dave Valle let us know if the Rangers will have a World Series hangover after coming within 1-out of the title
  • Plus the M’s talk about their first time in a Major League clubhouse.

Cactus League Report:
The next Cactus League Report is tonight broadcasted live from Salty Señorita from 7-9 pm…the show will be hosted by Rick Rizzs, Mike Blowers and Shannon Drayer…scheduled guests include GM Jack Zduriencik, Justin Smoak, Alex Liddi, Trayvon Robinson, Jesus Montero, Michael Saunders, Tom Wilhelmsen and ESPN.com’s Jim Caple.

What Time Is It?:
To avoid any further start time confusions, Arizona and Seattle are now in the same time zone…Arizona does not observe daylight saving time.

On Tap Tomorrow (3/13):
Opponent: at Milwaukee Brewers
Location: Maryvale Stadium
Time: 1:05 p.m.
Pitching Match-up: RHP Hector Noesi (0-0, 0.00) vs. RHP Zack Greinke (0-0, 2.25)
Radio: The game vs. the Brewers will be broadcast on 710 ESPN and the Mariners Radio Network. You can also follow via MLB’s Gameday.

Upcoming Probable Pitchers:
3/13 at MIL (1:05 p.m.) – RHP Hector Noesi (0-0, 0.00) vs. RHP Zack Greinke (0-0, 2.25)
3/14 vs. KC (7:05 p.m.) – RHP Kevin Millwood (0-1, 7.20) vs. RHP Felipe Paulino or RHP Aaron Crow
3/15 vs. SF (7:05 p.m.) – RHP Erasmo Ramirez (1-0, 0.00) vs. LHP Barry Zito

The Plan

Click on any of the three images below to watch the video clip for The Plan.

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