Few agencies have as strong a relationship with a sports franchise as Copacino+Fujikado has with the Seattle Mariners. Each year, the Seattle agency rolls out a slew of wry spots starring players from the current roster—and focusing at least as much on their personality and humor as their on-field accomplishments.
C+F and the Mariners have been together for a staggering 22 seasons now, and they just rolled out their 2018 commercials. The ads were shot on location at spring training in Peoria, Arizona, by Blue Goose Productions of Mercer Island. The director was Ron Gross.
The spots are highly anticipated every season. This year, the Seattle Times even asked readers to vote for their favorite spot among the five new ones. “Flip” is winning with 42 percent of the vote, followed by “Work-related Injury” (22 percent), “Art of the Frame” (14 percent), “Big Maple” (12 percent) and “Mound Visit” (10 percent).
Check out all five new ads below, along with the Mariners’ description of each:
Featuring Ben Gamel and Kyle Seager
Outfielder Ben Gamel is known for making some spectacular catches, which he often punctuates with a stylish flip of his long hair. When Ben finds Kyle Seager, not known for lustrous locks, practicing his own version of the hair flip, the master shows him how it’s done.
Featuring Nelson Cruz
A patient, seeking treatment for a sore neck, is asked by a doctor whether the injury was work-related. In a flashback, it’s revealed that the patient is actually an opposing pitcher and we learn that Nelson Cruz, holder of the Mariners team record for home runs by a designated hitter, is responsible for the patient’s whiplash.
Art of the Frame
Featuring Mike Zunino, Félix Hernández, Dee Gordon, Jean Segura, and Mitch Haniger
Catcher Mike Zunino is one of the game’s best when it comes to “framing a pitch” that might have been just a bit outside the strike zone. Félix Hernández, who is known to “paint the corners” with his pitches, occasionally benefits from Zunino’s talent. In this spot, Dee Gordon, Jean Segura and Mitch Haniger transform the baseball diamond into an art gallery as they admire the latest masterpiece created by the two artists.
Featuring Ryon Healy, Nick Vincent and James Paxton
Newcomer Ryon Healy is curious about why pitcher James Paxton is called “Big Maple.” Relief pitcher Nick Vincent explains the reasons for James’s nickname, and shares a little-known secret about the hard-throwing, Canadian-born right-hander.
Featuring Robinson Canó
Visits to the mound are a hot topic in Major League Baseball this season. A struggling opposing battery gets creative as they look for a way to retire Robinson Canó. But it turns out inviting the Mariners slugger to join the pitcher and catcher during their mound conversation isn’t such a good idea.
Client: Seattle Mariners
Chief Creative Officer: Jim Copacino
Executive Creative Director: Mike Hayward
Group Creative Director: Andrew Gall
Senior Art Director: Andy Westbrock
Account Director: Chris Copacino
Senior Account Executive: Melody Kromer
Agency Director of Production: Kelly Green
Project Manager: Sun Yi
Director: Ron Gross
Producer: Bill Hoare
Director of Photography: Petr Litomisky
Production Manager: Christine DeLuca