The Tigers have joined with FCB Worldwide, Detroit, to
create a multi-media ad campaign promoting the opening of
Comerica Park, with the tag, "You'll Love Playing Here."
The first of three 30-second TV spots broke March 1, and the
six-week campaign also includes two newspaper ads, a
billboard ad and four radio spots. In a TV spot titled
"Snowman," Tigers C Brad Ausmus, en route to home plate,
barrels over a snowman, who is holding a baseball in a
catcher's mit and blocking the plate. In "Long Ball,"
Comerica Park construction workers are nonchalant and
uninterrupted as 3B Dean Palmer launches HRs into their work
area. In "Tool Belt," a construction worker at the ballpark
asks his partner, who turns out to be manager Phil Garner,
for a screwdriver, hammer, hacksaw and ratchet, only to be
handed a wrench, pair of pliers, hand drill and power drill.
Realizing Garner's limitations, the construction worker
says, "You know, Phil, this just isn't gonna' work out." A
disappointed Garner turns his head and walks away. The ads
count down the number of days until Opening Day, which is
April 11 against the Mariners (THE DAILY).
