NEW VISA SPOT SPOOFS BASEBALL SPAT

Quarreling Yankees Owner and Star Shortstop Exploit Feud

By Published on .

NEW YORK (AdAge.com) -- New York Yankees owner George Steinbrenner and star shortstop Derek Jeter, who feuded earlier this year after Mr. Steinbrenner questioned Mr. Jeter's work ethic, will spoof their spat in a new commercial for Visa.

A spokesman for Visa USA said the spot was already shot but declined to provide details. Visa's longtime ad agency, Omnicom Group's BBDO Worldwide, New York, which created the ad, declined comment, but executives close to the shoot said it was filmed last week in Tampa, Fla., where the Yankees have their spring training facility. Mr. Jeter, who dislocated his shoulder in the first game of the Major League Baseball season, has been in Tampa for rehabilitation; Mr. Steinbrenner maintains an office and a home there.

Scolding his star
The commercial will play off their much-publicized quarrel from last December, when Mr. Steinbrenner -- who pays Mr. Jeter an average of $18 million a year -- said in a published interview that his young star went out too much and had too many off-field commitments, and that Mr. Steinbrenner wondered if it all affected Mr. Jeter's work ethic.

Executives close to the shoot said the spot will have Mr. Steinbrenner again suggesting that Mr. Jeter not go out on the town so often, and Mr. Jeter showing all the places he can go using his Visa card. The commercial is scheduled to break in early June.

The commercial falls under Visa's 18-year-old "Everywhere you want to be" campaign, which includes offshoots for the Visa check card, sponsorship spots with Walt Disney World and Nascar, and places of business that take Visa but don't take American Express.

It will be Mr. Jeter's first work for Visa after having appeared in a Discover Card ad in the late 1990s. He is also a pitchman for Nike and Gatorade.

Tastes great, less filling
The spoof recalls Mr. Steinbrenner's commercial for Miller Lite beer back in the mid-1980s that which paired him with combative manager Billy Martin, whom Mr. Steinbrenner hired and fired five times.

In this article:
Most Popular