More than 26 million people in the United States participate in baseball or softball, but only about 1200 make it to the Major Leagues. So to highlight and showcase their incredible talents, Major League Baseball called in actor and comedian Adam Devine for a new marketing campaign: “You Seeing This? Baseball Is Something Else.” Watch the new creative spots here.
“You Seeing This?” was developed in collaboration with advertising agency Good Sports Creative as the next iteration of MLB’s “Baseball is Something Else” brand campaign and consists of :30 and :15 films, as well as social, digital and audio extensions highlighting Aaron Judge, Shohei Ohtani, Julio Rodríguez, Paul Skenes, Fernando Tatis Jr., Bobby Witt Jr. and a host of other stars.
Baseball's appeal isn't only in big moments. It's in the 162-game season, where incredible athleticism happens every day. In this summertime brand campaign, Devine, who has become one of the most sought-after comedians and actors in the comedy world, helps show viewers just how amazing the players’ skills are. Devine shows up physically present in highlights of some of MLB’s biggest stars, reacting in what looks like real-time to their superhuman abilities. Devine is not watching from afar; he’s placed directly into the action. Instead of watching game footage with voice-over commentary, MLB created a new reality where Devine physically shares space with All-Stars while he highlights and celebrates their incredible skills.
“I’ve always loved watching baseball at home, but there’s nothing like seeing a game up close,” said Devine. “So when MLB asked if I wanted to be part of the action for this campaign, it was a no-brainer! I’ve always joked that I could’ve gone pro—if I were faster, stronger, and had any skills on the field. But after seeing the superhuman talent these players unleash every day, I’m in total awe.”
The new campaign launches today across broadcast, cable and digital platforms, including MLB broadcast partners’ media networks, MLB.com, MLB Network, MLB.TV, and social media channels such as Facebook, Instagram, TikTok and YouTube. The spot makes its broadcast television debut tonight during the Guardians-Cubs game at 8:05 p.m. ET on ESPN.