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Justin Smoak, Felix and Dustin Ackley in the 2012 Mariners TV campaign

Justin Smoak makes his own bat, Jesus Montero gets a very Seattle welcome, Felix broadens his talents to include ventriloquism, and teammates have a friendly competition over who has the best impersonation skills in this year’s Seattle Mariners television commercials. Five commercials, which were shot on location at Spring Training, feature 14 players, three coaches, manager Eric Wedge, a Burgess Meredith look-alike and a special guest appearance by very small Larry Bernandez.

The commercials begin airing on Wednesday, March 14, during the broadcast of the Mariners vs. Kansas City Royals Spring Training game (7:05pm start) on ROOT SPORTS™. The commercials will run throughout the season on local and regional broadcast and cable channels. They can also be viewed starting today at www.mariners.com, where viewers can vote online for their favorite.

  • Timber—When he hears Ichiro’s bats are custom made in Japan, Justin Smoak takes matters into his own hands to come up with his own custom piece of “lumber.”
  • Nobody’s Perfect--Ace pitcher Felix Hernandez tries to impress manager Eric Wedge with his many talents, including a turn at ventriloquism, with a “little” help from his alter-ego Larry Bernandez.
  • Mickey Loves You--A grizzled ring-side trainer, not unlike Mickey Goldmill, who was so memorably brought to life by Burgess Meredith in the Rocky movies, brings his intensity and catch phrases to the baseball diamond when he takes on a new client, a reluctant Dustin Ackley.
  • A Seattle Welcome-- Newcomer Jesus Montero is initiated by teammates Jason Vargas and Brandon League in a wet and very Seattle way. The pitchers make like Pike Place fishmongers to welcome their new catcher with a friendly game of salmon toss.
  • Impressions--Brendan Ryan, who does a spot-on Robert De Niro, fails to impress his teammates with his impersonations when he is upstaged by Ichiro, who it turns out is good in any language and apparently a big Sean Connery fan.

The Mariners TV commercials are eagerly anticipated each spring, and over the years have been honored for their excellence. The commercial “Encore, Encore,” which featured Felix Hernandez, Eric Wedge and introduced the Larry Bernandez character, received a Silver Award at the 2011 PromaxBDA Sports Media Marketing Awards for Best TV Spot by a sports team or league. Encore, Encore” was also a finalist in the category “Best Use of Humor.”

PromaxBDA is the leading global resource for education, community, creative inspiration and career development for marketing, promotion and design professionals within the entertainment and information industry. The Sports Media Marketing Awards is the premier competition dedicated to celebrating the effectiveness and acknowledging the success of marketing, promotion and advertising professionals involved in the sports media marketing community.

This year’s campaign, as in years past, is the result of a creative collaboration between the Mariners and Seattle agency Copacino+Fujikado. The commercials are shot and directed by Blue Goose Productions of Mercer Island.

Credits

The campaign was created by Seattle-based Copacino + Fujikado, the Mariners long-time ad agency.

Advertiser: Seattle Mariners

Agency: Copacino + Fujikado, Seattle

Creative Director: Jim Copacino

Writers: Jim Copacino, Mike Hayward

Assoc. Creative Dir. / Art Dir.:  Kurt Reifschneider

Production Company: Blue Goose Productions

Director: Ron Gross

Account Supervisor: Steve Cunetta

Broadcast Producer: Kris Dangla

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