“MLB Collections”

April 27, 2016
“MLB Collections”

In the MLB, it’s understood that a player’s walkup song can tell a lot about that person, something that brands can sure take note of as they select music for their ads.

“Your walkup music has to mean something,” said Minnesota Twins outfielder Torii Hunter to ESPN, whose walkup song is “Immortal” by Kid Cudi. “When I step to the plate and I hear, ‘Tonight I Feel Immortal,’ I just feel unstoppable.”

For example, Toronto pitcher R.A. Dickey’s walkup song is the “Game of Thrones” theme. White Sox catcher Dioner Navarro’s is “Wavin’ Flag” by K’Naan. Phillies’ third baseman Maikel Franco’s is “El Baile Del Dinero” by El Alfa. And Levi’s walkup song for its release of its limited edition MLB Collection, launched opening day, is “Dance Across the Sky” by Kill the Alarm.

Credits

BRAND

PARTNER

CREATIVE DIRECTION

Jessie LaBelle, Music Dealers Senior Creative Director

Listen

Kill The Alarm

Dance Across The Sky

The Challenge

Big Apple Ad, Big Music Needs

Creative agency Emeht is behind the campaign, which features emotive shots that are reminiscent of the team’s background as magazine editors. In the Yankees spot, actor/singer-songwriter Mack Wilds reps his Levi’s New York Yankees threads in the social spot as the NYC-based rock band, Kill the Alarm, soundtracks his swag, just in time for the Yanks’ April 5 Opening Day game. And on the west coast, the brand partnered its San Francisco Giants gear with Oakland-born rapper, G-Eazy.

The Solution

Real New York

Like outfielder Torii Hunter said, your walkup music has to mean something. Levi’s opted for an authentic New York rock band to pair with Mack Wilds in its spot. Intense and real, Kill the Alarm pairs their deep rock roots with modern pop sentiments. The band is a staple of the NYC indie scene, making the collaboration with Levi’s and Mack Wilds especially appropriate.

The Result

Slamming Soundtrack

The MLB line will be available exclusively for fans of the Boston Red Sox, Los Angeles Dodgers, New York Yankees, and San Francisco Giants, and is launched on the tail end of the brand’s NFL collection. Emeht led the Levi’s/NFL campaign as well, though it seems music will play a stronger role on the diamond that in the end zone. Consider the impression your walkup song will make as your brand swings for the fences.


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