Of Valentines, Billboards and the Machine
Driving down the 605 freeway to work today, what wondrous sight should greet my none-too-thrilled-to-be-office-bound-on-such-a-gorgeous-day eyes but this stupendous new billboard! What a lovely Valentine for the fans! Okay, so I actually telecommute three days a week so this billboard could have been up since last Wednesday night and I would have been none the wiser. But I saw it for the first time today, so I’m going with ‘lovely Valentine.’ Besides, this billboard is so much less ephemeral than roses, doesn’t require one to make reservations or deal with crowds and won’t take up valuable bed real estate unlike a teddy bear or other stuffed animal. It’s perfect!
There are several of these billboards along my commute, a small series of them apparently, because another one a little further down the way had the same design but said “Now Playing” with the Angels logo for the A again. Passing the first one made me giddy with the reminder of the approaching baseball season. Passing the second one made me smile a little wider still. Passing the third one made me swell with pride over my team…and then frown a little as I started to question the whole ad campaign. Are we really only advertising Albert Pujols this season? Seriously?
Not that I’m complaining about featuring Pujols on billboards. I mean, he’s only the best or one of the best, depending on who you talk to, player in the game. And it’s not like he designed the ad campaign, or even requested such treatment. It’s just…well…we have other players too. Other wonderful players who are either already stars in their own right or on their way to becoming so. Guys who kept the team in contention last season right up until the end even though they ultimately fell short of the mark. You know, Jered Weaver. Dan Haren. Mr. Ervin “No hitter – I finally got that Cleveland beast off my back” Santana. Torii Hunter. And, heck, after last season Mark Trumbo. I’d like to see some of these guys on billboards too.
Of course, this is hardly unique to the Angels. Most teams who land a big free agency signing do the same thing. The whole Dodgers Mannywood campaign comes most immediately to my mind, perhaps because those billboards were in the same places on my commute as these new Angels billboards not so very long ago. And I am sure you all could provide me with quite an array of additional examples. But the fact that this is a common, traditional ad campaign style doesn’t make it a good one, in my opinion. To me the real story here isn’t just that Albert Pujols is an Angel now. For all that he is amazing, Pujols couldn’t be a baseball team of one if the rest of the team was ineffective. No, the real story is that Albert Pujols is donning an Angels uniform alongside our existing players, that he has the potential to take an already good team to the next level.
I would prefer to see several different individual player billboards – half of them Albert by all means, but the other half featuring a handful of others. Then, as you actually hit Anaheim, I would like to see a billboard or two with all of the featured players on it together. I think that billboard campaign would tell a more powerful story. …Then again, what do I know about copy, design and marketing? Oh, yeah. Never mind.