For first time, A’s ad campaign is all about Oakland
A’s commercials are famous for being quirky and cute, clever and funny.
The 2017 commercials were all filmed in Oakland rather than Arizona, a first as far as team officials can recall, and the A’s ad campaign is a love letter to the team’s hometown.
The A’s ad agency, Hub Strategy and Communications, usually has the ideas for the spots, which are annual award winners.
Even on-field developments are taking a backseat to procuring a new venue, which makes sense, considering the team’s annual revenue sharing check — worth about $35 million in 2016 — will be phased out over the next four seasons.
The A’s had been grandfathered into the revenue-sharing pool despite playing in a large market because of their antiquated stadium, and many team owners, as well as members of the Players Association, believed the A’s weren’t pushing hard enough for a new ballpark.
Affection for Oakland is suddenly in the air, especially following a well-received FanFest that drew 15,000 to Jack London Square.
“Without a doubt, I sense a new energy and Dave Kaval has gone a long way in instigating that,” A’s manager Bob Melvin said.
Shooting in multiple spots around the city, however, complicated things for the ad agency.
“I loved the idea, but it was really scary,” said DJ O’Neil, Hub Strategy’s founder and creative director.
The A’s shot the commericals during the final week of January, just before and after FanFest, in a variety of spots, none more enchanting than the elephant enclosure at the Oakland Zoo.
“I saw the itinerary a few days before and I giggled,” infielder Ryon Healy said of doing scenes with Stomper, the elephant mascot, and his much larger cousins.
“Pretty unique atmosphere,” starter Kendall Graveman said, as three elephants nibbled on piles of branches behind him.
Melvin and shortstop Marcus Semien spent one afternoon at City Hall, with Semien receiving the key to the city from Mayor Libby Schaaf in one scene and Melvin serving as hypothetical mayor in another.