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Baldwin v. Krasinski for New Era caps

Here’s one of the sharpest baseball-related ads I’ve ever seen. It stars Red Sox fan John Krasinski (of The Office) and Yankees fan Alec Baldwin (of 30 Rock, which comes on right after The Office). Both masters of trash talk. Watch them go at it:

This commercial for New Era caps began airing during baseball games last month. What works about it is it feels genuine. These guys are clowning around in character, but you get a sense the two actors are real fans. It’s also not trying too hard to be cool, or self-aware, or not like an ad. It’s just an honest conversation about baseball. The black-and-white style helps. But the sharp dialog is what makes it work.

“How are you a Yankees fan at all? It’s like being a huge fan of fascism.”
“No, it’s like being a huge fan of winning.”

“You will be dead in October!” (Long awkward pause) “Was that a little too much?”
“I think you know it was.”

That’s funny! And it helps that Baldwin—the older, wiser, arrogant, Yankees fan—comes out as the clear winner of the conversation (despite saying “We all do,” at the end, which sounds a little too generous given the rest of the conversation). The ad acknowledges what everybody knows: the Yankees are the better team. (Disclosure: The blog written by a Yankees fan.) In rivalries, there is no having it both ways.

The ad is part of a multi-platform campaign called “Rivals Are Forever,” which includes TV, in-stadium, retail and online components, including a microsite and Facebook page. This appears to be the only TV spot, but there are in-store ads referencing other famous baseball rivalries, including the San Francisco Giants and Los Angeles Dodgers, and Chicago Cubs and St. Louis Cardinals.

In the last 3 weeks, this commercial has seen 529,742 plays on YouTube, making it the most popular video ever on New Era’s YouTube channel.

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Who created this ad?

Agency: The Brooklyn Brothers
Writers: Charlie Grandy and Mike Schur
More credits at Creativity.

Who signed off on it?

Christopher H. Koch, CEO of New Era

— By Daryl Lang. Filed under Advertising, Television

2 comments

  1. Gloria says:

    Brilliant ad. I thought the “we all do” at the end might have been referring to a certain other phone conversation when Baldwin got a bit too worked up.

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