The Work: New Campaigns - The World.(briefs)

 
TORONTO BLUE JAYS - BORN TO PLAY - CANADA 
Credits 
Project: Born to play 
Client: Laurel Lindsay, vice-president of marketing, Toronto Blue Jays 
Brief: Increase awareness and likeability of the Blue Jays players to 
drive single day-ticket sales 
Creative agency: Publicis, Toronto 
Writer: Miles Markovic 
Art director: Mark Spalding 
Media agency: MBS 
Production company: Partners Film, Toronto 
Director: James Howarth 
Editor: Leo Zahartos, Blue Highway 
Exposure: TV in Ontario 

The Toronto Blue Jays, the only baseball team outside the US to have won a World Series, offers a tongue-in-cheek look at the precocious talents of some of its biggest stars in new advertising to pull in more fans.

Under the theme 'Born to play', the three ads hark back to the 70s and 80s childhoods of the players.

One lad amazes his father by massively out-casting him on a fishing trip, while another attracts a girl in a tower block by throwing stones at her window with pinpoint accuracy. A third avoids eating his sprouts by tossing them into the garden.

Publicis in Toronto created the commercials, shot on colour-reversal film, which was in widespread use 30 years ago, to give them an authentic look.

 
VERSUS TV - CAGE FIGHTING - US 
Credits 
Project: World Extreme Cage Fighting 
Client: Versus TV 
Brief: Extend the level of interest in cage fighting 
Creative agency: The Brooklyn Brothers 
Writers: Guy Barnett, Mike Pierantozzi 
Art directors: Stephen Rutterford, Jamie Massam 
Media agency: Horizon 
Production company: Radical Media 
Director: Derek Cianfrance 
Editors: John Young, Sam Welch 
Post-production: Homestead Editorial 
Audio post-production: Phantom 
Exposure: National TV 

Versus TV, the US channel, has launched a campaign to convince viewers that those taking part in the sport of cage fighting require brain as well as brawn.