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Volume 26 No. 181
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MLB Debuting New "We Play Loud" Campaign Ahead Of Postseason

MLB will debut its new postseason campaign ad -- "We Play Loud" -- tonight prior to the Brewers-Nationals NL Wild Card Game. While "We Play Loud" features bilingual content, there is also a Spanish-language edition tagged "Jugamos Duro." The "We Play Loud" campaign features 15-, 30- and 45-second versions that will be run globally across MLB social, digital and traditional media platforms under #WePlayLoud #JugamosDuro. The spots on TV will run on ESPN, ESPN Deportes, MLB Network, TBS, CNN Espanol, Fox, FS1 and Fox Deportes. The creative will expand to targeted audiences via digital media advertising, including out-of-home digital billboards, and will run in-stadium throughout the postseason. Player voice-overs will be provided by Yankees RF Aaron Judge, Cardinals P Jack Flaherty, Nationals LF Juan Soto, Dodgers RF Cody Bellinger and Astros 3B Alex Bregman. "This time last year we launched 'Let the Kids Play,' which was a statement to support this generation's efforts on the field, their passion, their intensity, the style and diversity of how they play the game," MLB Senior VP/Marketing Barbara McHugh said. "We thought an evolution of that campaign is 'We Play Loud,' highlighting the passion, the emotion, the intensity, which really is displayed at the highest level during the postseason."

OCTOBER BRACKET-OLOGY: From a fan engagement standpoint, MLB is also pushing its MLB Postseason Bracket Challenge presented by MGM Resorts, which launched Sunday night when the postseason bracket was finalized. Participants select winners of each round and provide answers to two World Series-related questions. Those with perfect brackets, if any, will compete to win the $250,000 grand prize. The Bracket Challenge as of this morning had more than 500,000 entries, which is by far a record for MLB. The league has had some form of a postseason prediction game dating to '03.