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7/26/2019 SportsNet LA

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SportsNet Los Angeles“Demand The Dodgers”Loren Schiller

ON-AIR

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ON-AIR / “BLUE FANS”

This spot features Los Angelenos around LA, in their homes, looking longingly out their

windows. The music is morose. There’s a general malaise hanging in the air. Maybe it’sa rare overcast day in the Southland. On the streets, they see things that remind themof the Dodgers. A bus sign. A hat. A jacket.

THE WRONG KIND OF BLUE

Finally, they all have enough. Resolve comes over their faces, and they finally haveenough. They pull out their phones or go on their computers, and we don’t hear whatthey’re saying, but smiles break across their faces. They did their parts.

THE RIGHT KIND OF BLUE

Montage of all of our fans watching the Dodgers in their homes.

CALL YOUR PROVIDER AND DEMAND SPORTSNET LA

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ON-AIR / “FILLING IN”

This concept is similar to those NBA spots where a single player dribbles in an emptyarena. Then, piece by piece, the rest of the scene fills in: the other nine players on thecourt, the coaches, the photographers, the announcers, and then the crowd, for the fullreveal we’re in an iconic moment playing out...

In this concept, we see an empty Dodger Stadium. And we hear a phone ringing. Thenwe hear a voice:

Customer: “DirectTV. I want my Dodgers.”

And then another voice, addressing a different cable company, but making the same

demand. And then another and another, each time to a different company, until it’s anavalanche of demand.

Meanwhile, on the screen, something magical unfolds. We start to see players fade in,one by one. Then umpires. Then coaches in the dugouts. And then the crowd -- first asmattering of a few hundred, then then more until it’s a capacity attendance.

And as the game fills in, so the voices of customers blends seamlessly into the growingsounds of the game, ending on the iconic voice of...

Vin Scully: “With all of LA watching, this is Dodgers baseball, and all isright in the world.”

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ON-AIR / “GOLDEN AGE”

The talent. The front office. The culture. This truly is a Golden Age of Dodger baseball.

This emotional spot really drives home all the excitement of our city’s team potentiallybeing the best in the game. There’s nothing like winning to turn casual fans hardcore, solet’s lean hard into that, and let people know that history is being made now. That thismay even be the dawn of a baseball dynasty. This is the team history may never forget.Some of the names may grace the halls of Cooperstown. And we’re all lucky enough tobe living in this time. So get every game and get in-depth...

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ON-AIR / “GAMERS”

In this series of short spots, we simply have fun showing how Dodgers passion isirrepressible. These spots charmingly feature no dialogue.

1) A traffic cop waves traffic. Then he starts giving signals like a base coach. Trafficcomes to a four-way confused halt.

2) A meeting concludes and a number in business people are about to shake handswhen they instead do a series of high-fives and elaborate dugout celebrations.

3) A guy is at the supermarket meat counter. The butcher is trying to figure out what cuthe wants. Like a pitcher on the mound, the customer shakes his head several times,

then gives a nod.

In each execution, closing copy calls fans to action.

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ON-AIR / “FIELD OF DREAMS SPOOF”

James Earl Jones re-creates his classic speech from “Field of Dreams” but this time,

he’s standing along the baseline at Dodger Stadium. Jones address someone we don’tsee. His monologue can goes something like:

“The people will call, Ray. They’ll call for reasons they can’t fathom. They’ll want to beclose to the game that reminds them of all that was good and could be good again. Andthey’ll gather around their television and cheer like children for their heroes. For menwith names like Puig and Kemp and Kershaw. They will call because the one constantin their lives has been Dodgers baseball. They will call, Ray. They will most definitelycall.”

Cut to the seats. It’s Magic Johnson.

Magic: “Ray? I’m Earvin.”James: “Right. Sorry. Habit.”Magic: “Smooth suspenders.”James: “Thanks. Nice team you guys built.”

WE BUILT IT. COME ON AND DEMAND IT.

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DIGITAL

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DIGITAL #1 “PASSION STATS”

Fans who haven’t called their cable providers need to know that with every passing

game, they’re missing out... On more than just hits and innings and averages and otherregular stats, but something more more powerful and emotional. We’ll call these“Passion Stats”...

A Facebook page will keeps a running tally in a number of “Passion” categories: DivingGrabs, Yasiel Smiles, Signature Kemp Handshakes, Vin Scully Home Run Calls,Wicked Kershaw K’s. Let’s give a sense of all the fun and emotion and passion thatlives within the regular baseball stats we all know.

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DIGITAL #2 “ZIP CODE GAME”

The I Need My Dodgers page is great, but let’s add an element of competition across

the city. The website will have an app that track unique visitors to the page by zip codeto create a competition of which pocket of LA is making their voice heard the loudest.The competition has the potential to go viral. For example, word will spread in the 90036that they’re just a nose behind the 90017. In the final tally, the zip code that makes callstheir cable provider and demands SportsNet the will mass-receive Dodger ticketcoupons or other prizes.

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DIGITAL #4 “TIMELINE DRIVE”

The Dodgers are part of our lives. Supporting them is a fundamental part of the fabric of

our lives. We’ll give fans a chance to express this powerful connection with an “I NeedMy Dodgers” branded overlay for their Facebook timelines that sprinkles key momentsfrom Dodgers baseball into their actual timelines. We’ll see where epic no-hitters andplay-off wins and key trades fell in with birthdays and vacations and all the othermoments in our lives that define who we are.

By re-enforcing the presence of Dodger baseball in our very lives, we’ll ignite thepassion, and organically deliver the message to call cable providers.

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RADIO

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RADIO / “WE ALL SCREAM”

Just that children’s song taught us about ice cream, some things in life we still don’t get

things unless we scream for them. Do we think there would have been any ice cream ifnot for screaming? Now that we’re older, Dodgers baseball packs the joy of ice cream,only it doesn’t have nearly as many calories. The things we’ve got to scream for havechanged, but we’ve still got to scream, if we want them.

This spot will conjure up that pure, child-like joy for Dodgers baseball, and close with athematic call to action:

I SCREAM. YOU SCREAM. LET’S ALL SCREAM FOR OUR TEAM

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RADIO / “TWO FANS”

In this spot, we juxtapose two fans: Greg and Ned. The former has SportsNet LA and

knows everything Dodgers. The latter doesn’t and his Dodger knowledge is flaggingbehind. The Dick-and-Jane-style narrator comically lays out a series of steps forsomeone like Greg to help someone like Ned:

1) not embarrass Ned with how much you know about the team2) explain to Ned that it’s not his fault he’s got the wrong cable provider3) direct Ned to call his cable provider4) give Ned a break.

The spot ends with Greg quizzing Ned about the name of the Dodgers’ GM. Ned it’sstumped. The answer: Ned.

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RADIO / “THE PASSIONATE ONES”

This concept is a semi-serious parody of the iconic Apple spot, but here we

"Here's To The Passionate Ones. The ones who yell at their televisions. The ones whowear blue to their weddings. The ones who think Dodger Dogs are their own food group.The ones who know how to pronounce Puig. You can’t out-cheer them, out-fan them orout-believe them. You definitely can’t ignore them. Because they change things. Theypush the game forward. And they know it’s our year. we see passion. Because the oneswho are passionate, who need their Dodgers, they’re the ones won’t be denied.”

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RADIO / “THE WHOLE YEAR”

In sports, you often hear the phrase, “It’s our year.” And in Dodger-town, that’s a very

legitimate claim. Let’s take this opportunity to remind fans that a season should be aseason. It starts with Opening Day. Not after the All-Star. Not when the playoffs start.The season is a journey full of twists and turns and moments that it’s meant to beexperienced from the beginning. So call your cable provider and let them know: “It’s ouryear.”

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WILD POSTINGS / “DEMAND”

Wild postings captures the energy and emotions that come from watching Dodgersbaseball. Each feature a different Dodgers star with a variation on the thematicmessage of demand:

DEMAND ENERGYDEMAND EMOTIONDEMAND TRADITIONDEMAND SUPERSTARSDEMAND YOUR DODGERS

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WILD POSTINGS / “CALLING”

These posting combine the passion and energy of the Dodgers brand with the call-to-

action:

EXCITEMENT IS CALLINGEXCELLENCE IS CALLINGTRADITION IS CALLINGPASSION IS CALLING

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WILD POSTING / “SO L.A.”

The Dodgers are LA. LA is the Dodgers. It’s just a fundamental part of the fabric of this

community. What it means to exist here. Let’s instill the idea that not having the Dodgerson TV is just... wrong.

Copy: AS L.A. AS THISImage: 405 traffic jam

Copy: AS L.A. AS THISImage: A tiny dog in an LV purse

Copy: AS L.A. AS THISImage: A guy in board shorts putting up Christmas lights.

The bottom of the posting drives at message to call your cable provider and say “I NeedMy Dodgers.”

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WILD POSTING / “FIRST NAMES”

Of all the professional sports, what’s special about baseball is the familiarity with the

players that comes from 162 games. Almost every day, fans get a chance to be withtheir local heroes. Let’s drive home that special familiarity with a series of wild postingsthat are only a bold line with no visual:

DEMAND HANLEYDEMAND YASIELDEMAND CLAYTONDEMAND ZACKDEMAND MATT

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STUNT & ON-AIR / “NEXT WAVE”

Everyone who knows anything, knows The Wave was invented at Dodger Stadium. The

rest of the baseball world has appropriated it and made it “theirs”, but now it’s time totake it back to re-ignite passion for the Dodgers. This stunt trades on the idea of HandsAcross America, but instead it’s Wave Across Los Angeles, and it is what it sounds like:a miles-long stretch of people, maybe down the Wilshire Corridor, doing the world’slongest wave. It would be an incredible stunt, and there’s no town that could pull it offlike DodgerTown.

There is also a strong TV spot execution for this concept.

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STUNT & ON-AIR / “MOSAIC”

In the classic baseball film, “Major League”, with every win, the team removed anotherarticle of clothing off the cardboard standee of the villainous team owner. In a reverseversion this concept, every time a fan demands SportsNet, another blue or whitepostcard-sized “square” goes up on the side of a building in downtown LA. Together, allthe squares -- we’re talking tens of thousands -- will combine to form the “LA” logo.

The excitement of something building and coming together will excite and inspire thosewho haven’t done their part and demanded their Dodgers to help complete the larger-than-life-puzzle.

This concept can also have an on-air element. PSAs can feature players encouraging

fans to help fill in the puzzle. For example, we open on a close-up of Matt Kemp, andthen we pull out with a helicopter-shot to reveal he’s atop a building. Right below is theblank canvas that will be filled with the passion of Dodger fans who contribute theirsquares.

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STUNT / “WALL OF PASSION”

Being a fan on your team naturally means you wanting everyone around you to feel the

passion too. And it’s even more true for a team with the rich tradition of the Dodgers. Solet’s get the real fans to lead the charge and convince the casual fans that they’remissing a party, plus a deep and meaningful part of being a Los Angeleno.

In this activation, SportsNet sponsors a wall where fans bring pictures of themselves atthe game or game-watching parties, sporting Dodger Blue. Alternatively, they canupload pictures to the website, which then appear on the wall. As more and morepicture accumulate, they’ll spell out the words: I NEED MY DODGERS.

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STUNT / “BLUE SIGNS”

There’s only one thing Los Angelenos need more than their freeways. It’s their Dodgers.

But what if we connected the two in importance by replacing a few key freeways signswith the Dodger Blue version.

We could also make a really cool TV spot, in which we see all a montage of freewaysigns throughout LA. And slowly, these green signs start to turn Dodger Blue. It all leadsup to some playful messaging like: THERE’S ONLY ONE THING WE NEED MORE...

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STUNT / “PASSION INSPECTOR”

Like a health inspectors, but this character can surprise any Angeleno at any time to seeif their Dodger passion is up to “code.” Our Passion Inspectors are SportsNet LApersonalities who will travel criss-cross town on Opening Day to make sure Dodgerpassion is where it needs to be. The Inspectors fire a series of team-related questionsat unsuspecting pedestrians, all leading to the question of whether they’ve called theircable company and demanded the Dodgers.

For the fans who haven’t called in, the Inspector hustle them to the Mobile CommandUnit, which is outfitted with direct phone lines to cable providers so fans can make thecall right there and there. The fan who makes the call gets one of those voting daystickers, but this one is Dodger Blue and says “I CALLED.”

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STUNT / “DUGOUT PHONE”

When it’s time to bring in the reliever, the manager makes the call on the bullpen on the

dugout phone. In this concept, SportsNet will sponsors an replica Dodgers dugout builtin a public plaza. But instead of one phone, the back wall of our dugout will be lined witha dozen of them. Above each phone will be the logo of a non-Time Warner provider towhom it’s a direct line. Fans will call in, as well as win Dodgers merch for their effortswhile SportsNet personalities interact with fans and our cameras record the event.

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