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New York sports at your fingertips: SNY, Spork offer ‘something different’ in new ad campaign

Finger puppets are the headliners in SportsNet New York’s new ad campaign, breaking later this month. The New York RSN has won local Emmys for its TV commercials five times in the past seven years.

Islanders, Rangers puppets face off in new ads for SNY.
Photo by: SPORTSNET NEW YORK
The newest creative from Spork New York, the network’s longtime agency, was crafted with the fingers of professional puppeteers wearing “costumes” representing various New York-area teams. A Jets spot has an uncostumed (and pixilated in the improper areas) finger as a “streaker,’’ breaking up their huddle and later tackled by digits representing security guards. In a Mets spot, a finger wearing regalia of the rival Washington Nationals gets KO’d by a Mets home run. A Knicks-Nets battle ends with a dunk and a rim hang. Four 15-second spots, likely seen more online, include two hefty thumbs dressed as Rangers and Islanders players, pummeling one another along the boards.

“We were looking for something different and this certainly qualifies,” said Marie DeParis, SNY’s senior vice president of marketing and business development. “Hopefully, they’ll be ‘thumb stopping,’ something unique enough that that will make people stop and look when it’s in their social media feed.”

As in the past, SNY’s lead campaign continues to push its nightly “SportsNite” show and continues with the RSN’s “Get Your New York Sports Here” tagline, which it debuted 10 years ago.

“That hasn’t changed and our positioning hasn’t changed,” said Steve Raab, president of SNY, owned by the Mets, Charter Communications and Comcast. “All of that means we’re still happy with those and that we value consistency, but it also gets more challenging every year for us and everybody to produce creative that really breaks through.”





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