In its second year as an MLB sponsor, FleetBoston is
launching two new TV ads, via Hill Holliday Connors
Cosmopulos (HHCC), Boston, that "take a look at America's
pastime through the eyes of a child," according to Greg
Gatlin of the BOSTON HERALD. The ads "aim to connect" with
Boston and N.Y. MLB fans, "using a hometown variation on the
same ad." One ad was shot in Red Sox P Pedro Martinez'
native Dominican Republic and airs in Spanish with English
subtitles. The spots, which "take a subtler approach" to
Fleet's MLB sponsorship compared to ads created by Arnold
Communications last season, feature the tag, "For the game
we love." Fleet did not disclose how much it will spend on
the ads (BOSTON HERALD, 6/20). Martinez, Red Sox SS Nomar
Garciaparra and Yankees SS Derek Jeter are featured in
HHCC's "first big effort" for Fleet. Fleet Exec
VP/Corporate Marketing Anne Finucane: "Last year, we
highlighted our role as the official bank of [MLB]. This
year, we've added new dimensions -- the perspective of the
fan, the fantasies of children, and our role as commercial
lender to the league" (BOSTON GLOBE, 6/20).
