Monday
Jun212010

Fox Sports Throws A Star-Studded Beach Party For 2010 MLB All-Star Game

Ichiro Suzuki is about to hit the beach in a scene from Fox's MLB All-Star Game commercial.June 21, 2010: With the 2010 All-Star Game just three weeks away, and with summer officially on the calendar, Major League Baseball and Fox have hit the beach with a campaign to support the event at Angel Stadium of Anaheim on July 13.

The spot, created in-house at Fox by the team headed up by Eric Markgraf, CMO for Fox Media Group, has so many stars that it seems as if only Frankie Avalon and Annette Funicello are missing from this beach party.

The spot features such MLB stars as Derek Jeter, Ryan Howard, Matt Holliday, Torri Hunter and Ichiro Suzuk. The players find that during the course of a game, beach sand begins to cover the infield at Yankee Stadium, invade the dugout at Citizens Bank Park and even flow over and through the Green Monster at Fenway Park.

In one scene, Ichiro runs full speed to to catch a deep fly ball hit by Curtis Granderson and crashes through the outfield fence and onto a beach. Alex Rodriguez, Jayson Werth and others rise out of the sand and Tim Lincecum dons a pair of sunglasses as Angel Stadium arises to the surprise — and delight — of the players and a bevy of beach-goers.

In a sequence reminiscent of Field of Dreams, the players walk from the beach and onto the green grass of Angel Stadium to play ball. But when they look skyward, they see a kid who had been playing on the beach put the finishing touches on his sand castle version of the All-Star Game venue.

MLB players get to party on the beach as Fox directs fans and viewers to the All-Star Game an Angel Stadium of Anaheim."This summer, baseball's biggest event is hitting the coast," a voiceover explains as "California Sun" by Henry Glover and Morris Levy plays in the background, covered here by the 1975 version from New York punk-rock band The Dictators. "Well I'm going out west where I belong. Where the days are short and the nights are long. Where they walk and I'll walk. They twist and I'll twist. They shimmy and I'll shimmy. They fly and I'll fly. Well they're out there a-having fun, in the warm California sun."

The spot will run nationally on Fox and its network of channels as well as on the Internet.

Fox Sports has sold out its primetime telecast of the 81st annual Major League Baseball All-Star game, the earliest since it began televising the game in 1997, taking in about $38 million for the summer classic, according to John Consoli of The Wrap.com. Fox Sports officials told Consoli that about 35% of the ad units sold were to official sponsors of MLB, including General Motors, Pepsi, Taco Bell, Mastercard, Bank of America, Firestone, Holiday Inn and Anheuser-Busch.

The 2011 All-Star Game will be played July 12 at Chase Field, home of the Arizona Diamondbacks, and the 2012 All-Star Game will be at Kauffman Stadium, home of the Kansas City Royals. Citi Field, home of the New York Mets, and Target Field, home of the Minnesota Twins, are considered to as leading contenders for the following All-Star Games.

Back to MLB

Back to Home Page