The Challenge

For the first time in over 30 years, The New York Yankees launched an above-the-line campaign, led by TV. The goal was to With a consistent decline in ticket sales, attract a younger generation of fans without alienating the existing one. 

The Execution

The Yankees are one of the largest sports dynasties in the world, with countless generations claiming their era was better than the last. With a new and young Yankees team, it felt right to focus on the idea of passing the torch; opening the doors for the next generation of Yankees fans. The spot above focuses on a pretty universal feeling for every die harddiehard baseball fan: the child-like wonder of your first game.

With the Yankees roster in flux, we were asked not to feature any current players or on-field play. This allowed us to focus more on the emotion and excitement of your first in-stadium experience.