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The Mets Will Be Super

G-Fafif Feb 09 2023 08:34 AM

The Mets will run a commercial during the Super Bowl telecast (locally). [youtube]ObTV0F9JU9g[/youtube] From The Athletic: Kevin Szymanski, executive vice president of an agency that was not involved in the process, InterMedia Advertising, said Wednesday that air time during the game in the New York designated market area was going for $276,000. But the Mets purchased a package of ads beyond just the game and had production costs as well, leaving their total outlay higher. A person briefed on the team's plans who was not authorized to speak publicly said the total value of the inventory was $1.5 million. So for an owner with a payroll of about $370 million per Cot's Baseball Contracts, that doesn't sound like much. But to the team's chief marketing officer, Andy Goldberg, Sunday's spot is more than just a flash-in-the-pan opportunity to spend. “I come from brands that had hundreds of millions of dollars of ad budget. In the Mets' world, no, this is not cheap,” said Goldberg, who joined the team a little less than a year ago from American Express. “This is a calculated risk, but it's nowhere near what a national ad would ever come close to costing. And in my mind, from a brand perspective, from my history, this is an incredible value investment. … The additional social, the other content we'll get, the value outweighs the spend by a long shot.” The commercial also represents something of an opening salvo for Goldberg, who wants the team to become a global brand — a bold aspiration, considering they share a city with one of the most identifiable sports franchises in the world, the Yankees. “It had to do with Steve's philosophy of ‘Yes, and,'” Goldberg said. “‘Bring me ideas that you think are going to grow the brand, that are going to set the Mets apart, that are not just going to be running a team as a normal team.' He wants to grow this into the Mets brand, not just the Mets baseball team. … This is the first flag planted in a fundamentally core direction that we want to go in. “You go around the world, and you see people and they're wearing Yankee hats. They're not wearing Yankee hats because they're Yankee fans, just to be clear. They're wearing Yankee hats because it's an ‘NY,' and New York is cool, right? I want that to be a Met hat, 100 percent.” The 30-second spot effectively delivers dry humor as Mets players fill in as ticket sellers. Brandon Nimmo bolts through an office to a ringing phone yelling “I got it, I got it, I got it” — you know, as outfielders do — before picking it up with a gigantic grin. Kodai Senga, speaking Japanese in a video call with Tomás Nido, tells the catcher that, indeed, “My ghost fork is just a pitch. It's not a real ghost.” Nido, seated at a cubicle and holding a landline to his ear, relays this discovery to a fan, who we infer has just asked that burning existential question. Francisco Lindor and Mr. Met also appear in the commercial, which was filmed last week in Florida. Senga participated remotely from Japan. Goldberg has done Super Bowl ads before, typically with eight or nine months of lead time. This one came together in about one month, the shortest timeline he's ever worked on. “Over this holiday, I was actually talking with our agency partners, and they threw out a crazy idea: ‘What about a Super Bowl ad?'” Goldberg said. “I said, ‘That's insane, but let me see.' And we started hatching a plan, and I brought it to Steve, and Steve was like, ‘That's a great idea. Do you think it could work?'” A baseball team's motivation for a Super Bowl commercial is obvious: beyond the eyeballs, the final day of football naturally gives way to spring training's start. “Every baseball team looks at the end of the Super Bowl as the beginning of baseball season. I just don't know a lot of teams that have the advertising budget to make that flash,” said Wayne Partello, formerly the chief marketing officer of the Padres and now the CEO of CUENTO Marketing. “It's a great opportunity. They're obviously making a statement.” https://theathletic.com/4170586/2023/02/09/mets-super-bowl-commercial/

metirish Feb 09 2023 08:45 AM Re: The Mets Will Be Super

If this is about in part building the brand then why air only locally?

bmfc1 Feb 09 2023 08:52 AM Re: The Mets Will Be Super

Excellent ad. Guillorme makes a brief appearance. I'm surprised that Pete's not in it given that a bucket of salmon was in the teaser ad.

Benjamin Grimm Feb 09 2023 09:00 AM Re: The Mets Will Be Super

If this is about in part building the brand then why air only locally? That's a good question. Maybe they figure it will get worldwide exposure on the Internet because it's a "Super Bowl Commercial"?

Edgy MD Feb 09 2023 09:04 AM Re: The Mets Will Be Super

As ambitious as a national Super Bowl spot would be, return on investment for a national ad for a mostly local product is probably minimal. Mr. Met really doesn't do a lot of bad work, does he?

Benjamin Grimm Feb 09 2023 09:17 AM Re: The Mets Will Be Super

"You go around the world, and you see people and they're wearing Yankee hats." This is very true. I've been to five continents, and I've seen Yankees caps all over the place. I've rarely seen a Mets cap, other than the one on my own head. Once in Lisbon, and once in Paris, I encountered fellow fans who gave me a thumbs up. And a Nationals fan in Peru who tried taunting me. (It was 2015, so hah!) But a couple of times I've seen locals wearing a Mets cap and had to sadly assume that they bought it thinking it was a Yankees cap. I once had a local in Botswana offer to buy my Mets cap because, as he said, "I love New York. I respect the New York Yankees." I told him that wasn't the way to win favor with me.

metirish Feb 09 2023 09:28 AM Re: The Mets Will Be Super

Yeah, in Ireland Yankees hats are a common thing Reminds me of the time Robinho signed for Manchester City, years later he would say he was surprised as he thought Manchester had only one team, I feel like the Mets have a similar issue

Benjamin Grimm Feb 09 2023 09:35 AM Re: The Mets Will Be Super

Edgy MD wrote: Mr. Met really doesn't do a lot of bad work, does he? I liked Diaz's bit!

Johnny Lunchbucket Feb 09 2023 10:18 AM Re: The Mets Will Be Super

i'll say it. the ad is kinda funny but not SuperBowl quality in budget and detail. They kind of rip off 'This is Sportscenter' idea a little.

Benjamin Grimm Feb 09 2023 10:29 AM Re: The Mets Will Be Super

If they really wanted it to look like a Super Bowl ad, it would include cute CGI animals drinking beer.

MFS62 Feb 09 2023 10:34 AM Re: The Mets Will Be Super

I don't think the incremental cost of a National [CROSSOUT]Super Bowl [/CROSSOUT] sorry, Big Game ad would yield the incremental revenue. Local tv sounds more cost effective. Later

Frayed Knot Feb 09 2023 10:39 AM Re: The Mets Will Be Super

One reason why MFY hats are so frequently seen is because they're the official hats of perp walks.

Lefty Specialist Feb 09 2023 11:30 AM Re: The Mets Will Be Super

Not as good as the old Mr. Met commercials. [YOUTUBE]zl6fJylEbmE[/YOUTUBE]

G-Fafif Feb 09 2023 11:35 AM Re: The Mets Will Be Super

Benjamin Grimm wrote: If they really wanted it to look like a Super Bowl ad, it would include cute CGI animals drinking beer. Plus Gronk. Can't have a commercial without Gronk.

metirish Feb 09 2023 11:37 AM Re: The Mets Will Be Super

Benjamin Grimm wrote: If they really wanted it to look like a Super Bowl ad, it would include cute CGI animals drinking beer. Plus Gronk. Can't have a commercial without Gronk. FOX are going to have Gronk all over the game , absolutely loathe them

Centerfield Feb 09 2023 11:37 AM Re: The Mets Will Be Super

Johnny Lunchbucket wrote: i'll say it. the ad is kinda funny but not SuperBowl quality in budget and detail. They kind of rip off 'This is Sportscenter' idea a little. Exactly this.

Benjamin Grimm Feb 09 2023 11:53 AM Re: The Mets Will Be Super

I had to look up "Gronk". I thought it was going to be some kind of a cartoon character, like Groot or Gru.

metirish Feb 09 2023 11:54 AM Re: The Mets Will Be Super

Benjamin Grimm wrote: I had to look up "Gronk". I thought it was going to be some kind of a cartoon character, like Groot or Gru. Probably has the vocabulary of Groot

metirish Feb 09 2023 12:14 PM Re: The Mets Will Be Super

Benjamin Grimm wrote: I had to look up "Gronk". I thought it was going to be some kind of a cartoon character, like Groot or Gru. Probably has the vocabulary of Groot Reading this back it sounds very mean spirited, not my intention, apologies to Gronk. Anyway, apparently he gets to kick a ball Sunday and FOX are making a huge deal out of it, I would much prefer if CBS had the game

TransMonk Feb 09 2023 08:57 PM Re: The Mets Will Be Super

Reading this back it sounds very mean spirited, not my intention, apologies to Gronk. He definitely plays "dumb", so it's part of his shtick. If he would be offended by your statement, then he might want to portray himself a little more seriously.

whippoorwill Feb 09 2023 09:05 PM Re: The Mets Will Be Super

=metirish post_id=117981 time=1675957512 user_id=72] If this is about in part building the brand then why air only locally?

Because they don't care about us rural fans

whippoorwill Feb 09 2023 09:06 PM Re: The Mets Will Be Super

Which is why I increasingly become an NFL fan

Edgy MD Feb 09 2023 09:19 PM Re: The Mets Will Be Super

I'm not sure if I recall ever hearing Tomás Nido speak. I know he moved to Florida in high school, but there really isn't a trace of a Puerto Rican accent there.

Johnny Lunchbucket Feb 10 2023 04:59 AM Re: The Mets Will Be Super

The ad is targeting ticket buyers. No need to sell where they ain't buying. Plus a national ad costs 7 mill.

TransMonk Feb 10 2023 07:16 AM Re: The Mets Will Be Super

Edgy MD wrote: I'm not sure if I recall ever hearing Tomás Nido speak. I know he moved to Florida in high school, but there really isn't a trace of a Puerto Rican accent there. I saw him on some bumper promo last year and thought the same thing. It was not how I expected his voice to sound.

metsmarathon Feb 10 2023 07:21 AM Re: The Mets Will Be Super

oh god, i love that t-shirt sniper ad. also, i miss t-shirt snipers in games. when did that stop being a thing?

Frayed Knot Feb 10 2023 07:48 AM Re: The Mets Will Be Super

=metsmarathon post_id=118078 time=1676038896 user_id=83] also, i miss t-shirt snipers in games. when did that stop being a thing?

Following the first lawsuit?

G-Fafif Feb 11 2023 05:53 AM Re: The Mets Will Be Super

A little more detail, from DiComo. The Mets enlisted the firm Giant Spoon to handle the media buy and the creative house FCB New York to work on the ad, which the team shot with its own staff in Port St. Lucie, Fla. The time crunch limited their pick of players to include, so they focused on those already in Florida. Nimmo, who keeps a home in Port St. Lucie, was an easy addition. (So was Mr. Met -- no speaking lines there.) Catcher Tomás Nido and infielder Luis Guillorme, who are seen lounging by a water cooler in full uniform, came up from South Florida. Francisco Lindor drove from Orlando when the Mets pitched him the idea, and Edwin Díaz shot his scene in New York after flying there for the Baseball Writers' Association of America's awards dinner. The most difficult addition was Senga, who was still in Japan at the time. To make it work, the creative team wrote Senga a line that required him to video message Nido using his phone. “The jokes are meant to be [so] everyone who's watching the Super Bowl will get it,” Goldberg said. “They're not meant to be ‘inside baseball' jokes. Otherwise, we lose the audience. … With a Super Bowl ad, you have a much broader audience than might be watching a dedicated baseball game.” The ad was a local buy, meaning it will beam onto television sets in FOX's New York City broadcast area, but not to those elsewhere in the country. (FOX anticipates an audience of about 8 million for the ad.) In buying it, the Mets' goal was threefold: team executives wanted to support and grow their brand, they wanted to “surprise and delight” people, as Goldberg put it, and they wanted to grow the database of fans they can reach with marketing efforts. That's why the ad contains a QR code that fans can scan for more information on tickets, including a $57 offer in deference to Super Bowl 57. https://www.mlb.com/news/mets-2023-super-bowl-commercial