MLB is today is launching its creative campaign ahead of Opening Day that takes aim at a younger demographic and features reigning AL MVP Shohei Ohtani. Entitled “Enjoy the Show,” the campaign kicks off with a promo that will premiere on MLB social platforms; run on national and international broadcasts; and be used by teams in their ballparks. It was produced with English and Spanish voiceovers, as well as Japanese subtitles for international distribution. Toward the end of the 30-second ad that highlights the ballpark experience, Ohtani asks, “So, you in?” The campaign is ongoing, with spinoffs planned for the season that will recognize compelling moments on and off the field.
The “Enjoy The Show” campaign also hits the road in the form of a multi-city tour as MLB brings the ballpark experience to fan events at neighborhood parks around the country. MLB worked with Observatory, L.A., on the ad creative, and 160over90, N.Y., on the activations.
