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. Yankees fans are some of the most proud in the world so we turned the camera on them and revealed the experience of both the newcomers and old diehards.
Each spot follows a different type of fan and puts the viewer right there with them in the stadium. The people and experiences are real and so is the FOMO.