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"We Play for October" Postseason campaign begins

With the 2013 Postseason just weeks away, MLB this weekend will debut new creative for the "We Play for October" campaign designed to celebrate the teams and players that are on the cusp of reaching their season-long goal.   
The high-paced spots are an evolution of the season-long "I Play" campaign, communicating the importance of every moment, every play and every game as they build to the crescendo of October baseball. 

The first spot launches online today on and and will debut on TV tomorrow on FOX Saturday Baseball. It will also run on ESPN, TBS and MLB Network as well as local RSNs across the country. 

The new creative was done with Hill Holliday and produced by New Wave Entertainment, the same production company behind the video content produced at the MLB Fan Cave. Multiple spots will roll out in the coming weeks, all featuring music from Fall Out Boy's hit single "My Songs Know What You Did in the Dark."  

The 2013 MLB Postseason is set to open on Tuesday, October 1st with the NL Wild Card Game presented by Budweiser, exclusively on TBS. Game One of the 109th World Series is scheduled for Wednesday, October 23rd on FOX.