The San Francisco Giants' entire ad campaign used to boil down to "Come watch: We Got Barry." Now the overriding message is, "Come watch: Barry's gone."
A quartet of new Giants ads have been playing on San Francisco screens, and the theme couldn't be clearer: These guys are young, fun, and just like you! Hey, they even take Muni!
Without mentioning He Who Must Not Be Named, Brian Bacino, the executive creative director of Swirl --
the firm that created the ads --pushed the benefits of the Giants no
longer having the greatest hitter of all-time batting cleanup. In fact,
he saw this as a selling point.
"It's a different locker room,
that's no secret. One of the great things that happens when you're not
focused on one superstar is people coming together and feeling like a
team," he says.
Bacino noted the "authentic human drama" of
watching young players -- Frandsen, Lewis, Eugenio Velez -- mature into
Perhaps this is more true than Bacino would
have liked. One of the major aspects of human drama is the high degree
of failure -- and, ever since the team opted to part ways with Bonds,
there have been extra helpings of failure to go around. We pick on Zito
enough, so lets focus on the offense: Last year the Giants trotted out
a lineup full of No. 7 hitters and went 72-90. There are 30 teams in
the league. Here's how the Giants did last year:
On-Base Percentage: 24th
Runs Batted In: 30th
Home Runs: 30th
commercials are entertaining. The team is full of likable young
players. But you know what? There may not have been a less likable team