SBJ/February 2 - 8, 2004/Sports Spots
Sports Spots: "On the Ball"
Published February 2, 2004
• Agency: Creature, Seattle
• Principals: For the PBA: Lisa Gil, director of brand communication. For Creature: Matt Peterson and Jim Haven, creative directors and co-founders
• Media buy: Nationally within the PBA's ESPN telecasts. Regional cable buys in markets before PBA tourneys in Indianapolis; Detroit; Milwaukee; Dayton, Ohio; Rochester, N.Y.; Spokane, Wash.; and Des Moines, Iowa
• Summary: Pro bowling does not conjure up visions of athleticism. The PBA is attempting to change that with a campaign showing how other sports would adapt to using a bowling ball. Thus, a golfer attempts a drive and breaks his club; a man playing tennis tries to serve with a bowling ball, only to see his racket head break and hurtle over the net. Our favorite execution depicts a basketball game in which a player receives a pass, staggers under the weight of the ball and hoists up a shot — only to shatter the backboard and end the game. The tag line: "Not just any athlete can handle a bowling ball."
A- for overall creative. Attention-grabbing, light-hearted and well executed.
A for use of sports as a marketing vehicle: This made us think about bowling in a different light. Whether it will get us to watch bowling on TV is another question, but at least we're considering it.