For the first time in over 30 years, The New York Yankees launched an above-the-line campaign, led by TV. The goal: to attract a new, younger fanbase without alienating the existing one. Since the team’s roster was in transition, we couldn’t afford to spotlight the players. Instead we zeroed in on the fan, in-stand experience.
The spots are thematically different, representing a range of Yankees fans and their rich experience at Yankees Stadium. The people are real, and so is the FOMO it inspires.