
Of the major sports, baseball is the one that so often lives in its glorified past. But Major League Baseball for its season-long 2015 campaign is leaving the nostalgia behind with a real-time approach featuring hundreds of pieces of content.
The campaign, called “This Is Baseball,” is the debut effort for MLB by Anomaly, which won the creative account a few months ago. The word “this” is a reference to the phrase often used by people on social media when sharing a piece of content that needs no further explanation.
Ads provide a documentary-style, up-close look at the players, managers and fans, including behind-the-scenes footage. The first ads that will run were shot during spring training. But MLB plans to update the campaign throughout the season. So if a pitcher throws a no-hitter, for instance, fans might see an ad about it the next day.
Continue reading at AdAge.com