Bank of America, the Official Bank of Major League Baseball, is debuting a new spot during the 2010 Major League Baseball All-Star Game 7/13 on FOX, celebrating the company’s long-standing commitment to America’s national pastime and how the game provides opportunities to bring individuals and communities together. This is the first time in three years that Bank of America has introduced new baseball-themed creative during the Midsummer Classic.
The 30-second TV spot is entitled, “Stitching,” and was designed by agency partner Hill Holliday. With imagery of a baseball being sewn together as a metaphor for how the game is deeply woven into the fabric of our national culture, the spot’s voiceover describes how “for well over a century now, baseball has been helping bond parents and children, unite communities, close generation gaps, overcome language barriers, seal friendships, patch up differences, and instill civic pride.”
Bank of America’s Jon Schwartz tells RBR-TVBR the two :30 insertions in the game are the jumping off point for the campaign that will include networks and venues over the summer.
In addition to the new TV spot and in demonstration of how baseball unites communities, Bank of America is leveraging its sponsorship of the MLB All-Star Game to deploy more than 250 associate volunteers to assist in baseball-themed community events benefitting organizations such as Little League Challenger Division and Rebuilding Together in and around Orange County, which ties to MLB’s overall theme of “Going Beyond” and giving back to the community.
Those hours are part of the company’s previously announced “Million Hour Challenge,” a pledge by the company’s more than 280,000 associates around the world to donate one million volunteer hours by the end of 2010.