Major League Baseball debuted its 2019 postseason promotional campaign, with the creative entitled “We Play Loud” seeking to spotlight the intensity of the game’s young stars.
MLB for several years has sought to strike down many of the game’s long held mores and unofficial rules, and more overtly spotlight the exuberance and personalities of its players, to mixed results. The “We Play Loud” campaign continues on that theme, seeking to showcase by mixing archival and current footage how today’s brand of baseball is played faster, with more intensity, and more loudly than in prior eras of the sport.
The ad campaign, seeking in part to drive viewer tune-in for the postseason, arrives as the league’s 2019 playoffs begin Oct. 1 with the National League Wild Card Game between the Washington Nationals and Milwaukee Brewers. Various versions of the ad campaign will run on a broad slate of national US TV networks, including ESPN, ESPN Deportes, MLB Network, TBS, CNN Español, Fox, FS1, and Fox Deportes, as well as on league digital and social media extensions, and on out-of-home digital billboards.
Players contributing voiceovers in the “We Play Loud” campaign include New York Yankees outfielder Aaron Judge, who for third straight year has MLB’s most popular player jersey; St. Louis Cardinals pitcher Jack Flaherty; Nationals outfielder Juan Soto; Los Angeles Dodgers outfielder Cody Bellinger; and Houston Astros third baseman Alex Bregman.