Bank of America and Bud Light campaigns celebrate MLB's long-awaited return
Batter up! It’s late July and that means it’s time for the start of Major League Baseball—this year, anyway. The MLB returns Thursday for Opening Day, a whopping 119 days late due to a variety of delays caused by the coronavirus pandemic. The 2020 regular season will last just 60 games, a far cry from the 162 that comprise a regular year. Despite the postponements and truncated schedule, brands are still hoping for a home run.
On Thursday, Bank of America will air a 30-second spot as part of the bank’s “Let’s Rally” push. Set to Willie Nelson’s “Always On My Mind,” the commercial shows empty baseball stadiums around the country and staffers getting the fields ready for players. “A setback? Well that’s just a comeback you haven’t met yet,” a voiceover says. A sponsor of the MLB since 2004, the Charlotte, NC-based Bank of America is also teaming up with the Boys & Girls Clubs of America for the new campaign. The bank will donate $10,000 and up to $1 million for to the organization for every late-game rally.
“It’s been such a difficult year for our country,” says Bank of America Chief Marketing Officer Meredith Verdone, noting that the return of baseball “gives people a bit of normalcy.” She adds, “Even though the fans won’t be there, there’s something about it, people aching to come together and it gives them some hope.”
Bank of America used drones to capture images of the stadiums. The bank worked with GroupeConnect, its dedicated Publicis agency, on the campaign.
“Baseball hasn’t been on, but it’s never left our thoughts,” Verdone says.
Bud Light is also celebrating baseball’s return. The beer brand tapped Wieden+Kennedy NY and FCB on two new spots. One has a new twist on the classic “Take Me Out to the Ball Game.” Bud Light has also partnered with celebrities such as Kelly Rowland and George Lopez to amplify the effort.
In addition, the hot dog brand Ball Park is starting a baseball-fueled campaign to support stadium vendors who have been out of work. Ball Park’s #FrankItForward push asks consumers to post videos or photos of baseball memories beginning this week and ending Sept. 7, and the brand will donate money to vendors.
