Kay McFadden / Times staff columnist
Mariners ads woo fans with cuddly-friendly image

	SEATTLE MARINERS In this image from the Seattle Mariners TV campaign, pitchers Joel Pineiro, left, and Rafael Soriano find a stray dog and want to adopt it, despite the reluctance of manager Bob Melvin. Hijinks ensue.
	E-mail this article Print this article Search archive Other links Watch the M's TV ads Mariners / MLB on seattletimes.com

And that's just the TV commercials.

Yesterday, the Seattle Mariners launched their 2004 advertising campaign in a rite of spring second only to reporting for work in Peoria. A morning conference at Safeco Field and an evening shindig at Fox Sports Grill included multiple unveilings that would have pleased even a showoff like Nijinsky.

The seven new spots — featuring 18 players, two coaches and manager Bob Melvin — are once again produced by Seattle agency Copacino + Fujikado and filmed by Blue Goose Productions of Mercer Island. The ads hit the airwaves this week and are posted on the Mariners Web site, http://seattle.mariners.mlb.com, where fans may vote for favorites.

As in past years, Mariners management has opted for a cuddly image aimed more at getting customers into the tent than staging a foot-stomping revival about the team's hopes this year.

"We always try to position Mariners baseball in the Northwest as a fun, family entertainment option, which might differ from some markets where it's, 'We're gonna go out and murder 'em,' " said Kevin Martinez, Mariners vice president of marketing.

"We're trying to make it more than just the game by bringing fans as close as possible to the organization and players."

Skeptics might call that a wise policy in light of the Mariners' performance over the past several Septembers. Nor did the recent off-season record any obvious triumphs to trumpet in the department of trade.

Yet if past popularity is a measure, the commercials' lack of killer instinct resonates with our image of a laid-back Northwest — an idealized place where process trumps progress and the pleasure of a game is not predicated on mere winning.

Tell that to the season ticket-holders whose grumbles are increasingly loud. Still, the Mariners are not wholly resistant to change.

The culturally inept and impossible-to-chant "Sodo Mojo" finally is fading along with the last trace particles of dust from the Kingdome implosion.
 
That's the good news. The bad news is its replacement: "Mariners baseball. Get all of it."

According to Martinez, the phrase is rooted in common baseball players' parlance — getting all of a ball with your bat, for instance.

But (A), it serves the advertiser's point of view rather than that of the fan. (B), it feeds a lurking suspicion that "all of it" refers to our wallets rather than to the national pastime. And (C), I defy anyone to shout it out loud at a game.

That leaves us the commercials. As a group, they fulfill their mission, which is to coax us into a pseudo-intimate relationship that makes us love the players and forgive their owners.

As to the particulars, here's how the top-to-bottom standings look:

"Clapper" — Edgar Martinez comes up with a great idea for turning lights at Safeco Field on and off. All goes well until the first game.

Easily the best. Caters to fan familiarity with Edgar's past reputation as a tinkerer and makes good use of a well-known kitschy product ad. Also allows John Olerud to deploy his formidable deadpan powers in a reaction shot. At least, we think it's a reaction.

"Latte" — Left-fielder Raul Ibanez, back with the Mariners, sips some latte in the dugout. A dollop of foam on his nose leads to some interesting signals.

And we thought there were no more ways to plumb coffee angles here in Caffeine City. Nice way to tie together a returning player with an eternal local symbol. Is that spelled C-O-P-A-C-I-N-O?

"Translation" — Pitcher Ryan Franklin answers questions at a press conference, but his Oklahoma delivery gets in the way. Shigetoshi Hasegawa translates.

Think global, act local. The breadth of the Mariners roster is incorporated into a role-reversal setup that has a Japanese player interpreting for a heartland American. Good way to let us know more about Franklin and let telegenic Shiggy shine.

"Autograph" — Ichiro gets a fan letter from a little girl in Spokane and decides to send her an autographed baseball, using his arm to redefine "air mail."

You can see where this is going all the way. That's a disappointment balanced by seeing Ichiro in civilian garb(!) and a spot that emphasizes his throwing rather than speed or hitting skills. Call it a draw.

"Card Game" — Pitchers Jamie Moyer, Gil Meche, Eddie Guardado and third baseman Scott Spiezio play cards with the Mariners Moose. Nothing like a stuffed head for a poker face.

Full disclosure: I loathe the Mariners Moose, which isn't even a good Northwest symbol. Despite a catchy punch line, this ad does little to get us closer to the players. Maybe this spot is better for kids and folks who like large stuffed animals. Yikes.

"Dog" — Pitchers Joel Pineiro and Rafael Soriano find a stray dog and want to adopt it, despite a reluctant Bob Melvin's warnings. Hijinks ensue.

On the totem pole of cheap sentiment, a puppy is somewhere down there with the sick-kid-in-a-hospital scenario. Again, tells us little about the players, though it does reinforce the notion that a manager is a friendly father figure.

"Advice" — Second baseman Bret Boone does a bit of swaggering as he offers advice to a young player on an opposing team.

Strangely mean-spirited. Boone reassures the player that mistakes happen — but not to him. "Me? No. Guys like you, it happens all the time." We seem to remember Boonie making a few errors, and it's also odd to see a notoriously hard worker assume this stuck-up persona.

Overall report card: Copacino + Fujikado executed the Mariners' blueprint well. They helped establish some new players with the audience, highlighted old favorites, touched on some quintessentially Northwest themes and appealed to a broad viewership. For ads shot in just three days, the quality and execution are remarkably high.

On the "next year" side, it would be good to see ads that address a few of the topical issues that directly hit on the relationship between the Mariners' owners and fans. I'm sure there has to be a funny way to do a commercial on, say, the lack of big trades.

Without a willingness to touch on some sore spots with humorous ones, the Mariners risk sending a one-way message that amuses but doesn't engage. The ability to have a dialogue, however imaginary, will become critical if 2004 ends like 2003 and 2002 did.

Note: In addition to this year's commercials, a highlights reel of Edgar Martinez's past spots has been put together on the Mariners' Web site. The celebration is just beginning for what may be his final year.

Kay McFadden: 206-382-8888, kmcfadden@seattletimes.com

Copyright © 2004 The Seattle Times Company