What if brand mascots weren’t chipper or cheerful? What if, instead of smiling ear to ear while trying to hock Energizer or McDonald’s, they were jaded, even sadistic?
That’s the world GQ has imagined in a new digital short featuring Danny McBride and Walton Goggins—two actors so perfect for showcasing the dark underbelly of any world that it’s easy to imagine they aren’t even acting here.
A couple of weeks ago we brought you news of “Baseball is Better,” Mutt Industries’ campaign for MLB 14: The Show, the latest iteration of Sony’s long-running baseball simulation series. Now, Sony and Mutt Industries seem to have a reason to celebrate, as MLB 14: The Show’s first week sales were the highest in franchise history. As you may remember, Mutt Industries recruited Danny McBride (best known for playing Kenny Powers on Eastbound and Down) for the anthem ad launching the game.
In the weeks following the launch of the campaign, Mutt Industries has continued to roll out content at campaign site www.baseballisbetter.com, including the recent, slightly misogynist “Miguel Cabrera Gets Faster with Quick Counts.” As the season progresses, Mutt Industries and Sony will release over 100 unique videos via YouTube, Tumblr, Facebook, Twitter and Instagram, featuring various MLB stars. So far, in addition to Miguel Cabrera, Andrew McCutchen, Brandon Phillips, Jason Heyward, CC Sabathia, David Ortiz, and Brett Lawrie have all joined in on the action to show how “Baseball Is Better.” You can check out Cabrera’s recent spot above, and stick around for a refresher of the Danny McBride anthem ad after the jump. continued…
Sony could be excused if they had decided not to bother advertising the release of MLB 14 The Show at all. The latest installation in the long-running franchise, the only baseball simulation for PS3 or PS4, has literally no competition (which is how Sony got away with releasing the PS4 version a full month into the baseball season). Instead, they tapped Portland-based boutique agency Mutt Industries, who teamed up with Eastbound and Down star Danny McBride for a integrated campaign spanning broadcast, digital and social media. At the center of the campaign is a really fun online spot starring McBride, who also stars in the broadcast version.
In the 1:45 spot, McBride tells you something you should already know: that “Baseball is Better” — better than all other sports, and better than babies. He goes on to list all the reasons baseball is the best: no crying, no flags, no clocks, etc., all while sporting a badass old school Brooklyn Dodgers uniform. McBride is inserted into the game itself (Hey Sony: You really should make Kenny Powers a playable character) allowing Mutt Industries to show MLB 14 The Show‘s shiny new graphics, which really do look great. Most fans of the franchise have been eagerly anticipating the title for months now, but “Baseball is Better” may convince a few converts that The Show is worth picking up this year.
Broadcast spots will air on on Adult Swim, ESPN, Discovery, FX, History, MLB Network, Comedy Central and other cable stations, while digital and social media content highlights top MLB players, including Miguel Cabrera, Andrew McCutchen, Brandon Phillips, and Buster Posey. Over the course of the baseball season, Mutt Industries will release over 100 unique videos for the campaign, with each player given a unique role and character. Interestingly, Mutt Industries developed, directed and produced the entire campaign in-house with creative director Mike McCommon doubling as the commercial director. Stick around for credits after the jump. continued…
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