Though both are defending division champions—in the American and National League West, respectively—the Oakland A’s and the San Francisco Giants are worlds apart in attendance. Since Paci-fic Bell Park’s opening last year, it has come to be regarded by many as major league baseball’s best stadium. Last season, the Giants sold out every game there, attracting a whopping 3.3 million fans. Meanwhile, across the Bay at the Oakland-Alameda Coliseum, the A’s drew little more than half as many.
Attempting to level the playing field, agency FCB San Francisco decided to poke some fun at Pacific Bell Park and the Giants in "Groundskeeper," the centerpiece spot of a TV campaign promoting the A’s this upcoming season. After an establishing shot of the stadium, the :30 focuses on a Pac Bell gardener, nattily attired in team colors—from blue denim apron to orange rubber gloves. With tiny grass clippers in hand and modest watering can at his side, he meticulously grooms the Giants’ pride and joy of a baseball field. Seemingly tending to each blade of grass, the veteran groundskeeper is content in his quiet, pastoral surroundings—that is, until a baseball drops out of the sky onto the field, hitting his second pair of clippers. Another ball knocks over the watering can. Suddenly it’s raining baseballs.
The camera then takes us beyond the stadium, as a rocketing baseball soars over the Bay Bridge into Pac Bell. Cut to the Oakland ballpark, in which the A’s star first baseman and reigning American League Most Valuable Player, Jason Giambi, is taking batting practice. He is blasting those baseballs across the San Francisco Bay into Pac Bell Park. The last one knocks the poor groundskeeper silly.
The spot concludes with a logo reading, "Baseball. A’s Style," followed by a phone number and ticket information, and accompanied by the sound of a group of enthusiastic fans cheering on the A’s.
Other commercials in the A’s TV campaign also take jabs at Pacific Bell Park, which is known for its fine culinary menu replete with sushi and a wine list. For example, there’s a spot in which the hot dog—piled high with condiments—is saluted.
Indeed, the campaign is a fitting follow-up to a billboard ad that the A’s unveiled last year in reference to the crosstown rival Giants. The billboard carried the message, "While They Were Building A Park, We Were Building A Team."
Peter Darley Miller of Santa Monica-based Stiefel+ Company directed the A’s TV campaign, including "Groundskeeper." The FCB team consisted of creative director/art director Kevin Gammon, creative director/ copywriter John Park and producer Rob Thomas.
Marie Perry and Drew Bracken served as executive producer and producer, respectively, for Stiefel+Company. Matt Hupfel was DP.
"Groundskeeper" was cut by Ed Feldman of Bob ‘n Sheila’s Edit World, San Francisco. Feldman also was sound designer on the spot. His support team at Bob ‘n Sheila’s included executive producer Gina LoCurcio, producer Saima Awan and assistant editor Matt Graham. Smoke artist/online editor was Bob ‘n Sheila’s Ernie Camacho, with Eugene Libadia the Smoke assistant. Ivan Miller of Bob ‘n Sheila’s served as 3D and paint effects artist. Jais Thierry Lamaire of Bobine Video, Santa Monica, was colorist. Audio engineer was Jay Shilliday of Crescendo! Studios, San Francisco.
"Groundskeeper" debuted in the Bay Area last month.
