July 12, 2010: Bank of America, the official bank of Major League Baseball, said it would debut a TV spot during the 2010 All-Star Game, the first time in three years that the financial firm has unveiled a baseball-themed creative during the Midsummer Classic.
The 30-second spot, "Stitching," will break on Fox on July 13 and also run during the game on the scoreboard at Angel Stadium of Anaheim. According to BofA, it celebrates the company’s "long-standing commitment to America’s national pastime and how the game provides opportunities to bring individuals and communities together." Lead agency is Hill, Holliday, Connors, Cosmopulos, Boston.
The commercial is part of a Bank of America's campaign supporting the All-Star Game and surrounding events. Bank of America has deployed more than 250 associate volunteers to assist in baseball-themed community events benefiting organizations such as Little League Challenger Division and Rebuilding Together in and around Orange County, which ties to MLB’s overall theme of “Going Beyond” and giving back to the community.
Those hours are part of the company’s previously announced “Million Hour Challenge,” a pledge by the company’s more than 280,000 associates around the world to donate one million volunteer hours by the end of 2010.
The All-Star Game Charity 5K & Fun Run presented by Sports Authority and Nike and supported by Aquafina, Bank of America, Firestone, Gatorade and Getty Images on July 11 set records for total attendance with 9,209 participants and money raised with more than $200,000 in proceeds. That amount is more than double the 2009 total raised in St. Louis thanks to increased sponsor support of the event. Proceeds are going to four cancer charities: Stand Up to Cancer, Susan G. Komen for the Cure, Prostate Cancer Foundation and City of Hope.
The commercial itself does not show any baseball players but, instead focuses on a baseball being stitched. A voiceover offers, "For well over a century, baseball has been helping bond parents and children, unite communities, close generation gaps, overcome language barriers, seal friendships, patch up differences and instill civic pride. Bank of America is a proud supporter of our national pastime and the opportunities it provides to bring us all closer together."
“The story of baseball is an important part of our American culture and our country’s passion for it exemplifies our collective and enduring optimistic spirit and sense of community,” Meredith Verdone, brand, advertising, research and sponsorship executive for Bank of America, said in a statement. “We understand and share these deeply rooted American-held values through our sponsorship of Major League Baseball, and our new TV ad serves as a reminder that these values make us stronger as a nation.”
According to Tim Brosnan, evp-business for MLB, “Major League Baseball is committed to giving back to the community and celebrating baseball’s unique place in the fabric of society and in the lives of our fans. We’re proud that Bank of America shares our values, and this new ad is a touching reminder of everything that baseball means to us all.”
Bank of America has been the official bank of MLB since 2004. BofA is also an official sponsor of the Atlanta Braves, Baltimore Orioles, Boston Red Sox, Chicago Cubs, Los Angeles Dodgers, New York Yankees, San Diego Padres, San Francisco Giants and St. Louis Cardinals, as well as dozens of Minor League clubs.