Sports fans will get to dive deep, deep into the sport of pro baseball with Anomaly's real-time "This Is Baseball" campaign for Major League Baseball. The agency won the account in February and debuted its first work last night with this anthem spot that aired on ESPN during the season opener between the Chicago Cubs and the St. Louis Cardinals. Shot in documentary style by director Miles Jay, it shows real moments with real players, reflecting the sport of baseball as it is today. It ends simply with the word "This" in the center of a baseball diamond -- a word meant to reflect the social media term "this," indicating an image or post that is self-explanatory.
Over the course of the year the campaign will unfold with hundreds of pieces of content created on the fly as events happen. It will include several documentary-style ads shot in a quiet, low-key style and focusing on a significant aspect of the sport of baseball -- whether it's when players greet fans, share laughs on the field or throw their hearts into training. The highly personal nature of the films is reminicent of the agency's excellent work for Dick's Sporting Goods, which have brought into refreshing relief the emotion behind amateur sport.
"We want to introduce baseball to America. Not the old America, the new America. Not the old baseball, the new baseball," Anomaly Founding Partner Jason DeLand told Ad Age.
Read more about the campaign here.