Mighty Casey Swings Again

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Johnnie Walker "Mighty Casey"
"Casey at the Bat" gets a sequel in an online film for Johnnie Walker from BBH/N.Y. called "His Next at Bat," appearing on expandable banner ads on sports sites as well as its own home, themightycasey.com. "The Mighty Casey seemed like the perfect icon to do an ad about," says BBH group creative director Willam Gelner, "because the whole idea behind the campaign is that Johnnie Walker inspires personal progress, and what can better inspire that than the sports hero that fell from grace?" In the film, the unlikely hero--who famously chokes in the poem by Ernest Lawrence Thayer--is sent down to the farm team, where he musters up his dignity to save both face and team in another tight situation to the tag "Keep Walking." "We thought, what if there was a part two that no one knows about, and what if he persevered and kept going and changed his fate?" Gelner says. Written in the rhyming-couplet style of the original poem by copywriter Adam Reeves, the look--provided by directors tomorrow's greatest minds--is also intended to evoke the time of the Mudville slugger, looking like an antique photo come to life via 3-D techniques. (MS)
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