MLB for its season-long '15 campaign is "leaving the nostalgia behind with a real-time approach featuring hundreds of pieces of content," according to E.J. Schultz of AD AGE. The campaign, called "This Is Baseball," is the debut effort for MLB by Anomaly, which "won the creative account a few months ago." Ads "provide a documentary-style, up-close look at the players, managers and fans, including behind-the-scenes footage." The first ads that will run "were shot during spring training," but MLB "plans to update the campaign throughout the season." For example, if a pitcher throws a no-hitter, fans "might see an ad about it the next day." MLB CMO Jacqueline Parkes said, "There will be two to three pieces of creative developed every week. Some will be on television. Some will live in Vines. Some will be GIFs. Some will be Instagram posts. We are deploying the full media assets that MLB has." Schultz noted that "includes using footage from broadcast partners and every MLB team." The first ad was scheduled to debut last night during the season-opening Cardinals-Cubs game (
ADAGE.com, 4/5).
