New Era Cap Collaborates With Spike Lee on Latest Television Spot

Mar 12, 2007, 01:00 ET from New Era Cap Company

    BUFFALO, N.Y., March 12 /PRNewswire/ -- As the official on-field cap of
 Major League Baseball (MLB), New Era Cap Company hired Spike DDB, a
 minority- owned, full-service advertising agency founded by world-renowned
 film director Spike Lee and DDB Worldwide, to produce and direct its latest
 television commercials, in support of the launch of its new Authentic
 Collection on-field cap.
     The concept of the commercial is familiar and funny. Filmed outside the
 New Era flagship store on 4th Street in New York City, customers are
 "camped" out as if they're waiting to buy the hottest new product on the
 market. Mixed in the group of customers are actual MLB players waiting to
 get their new caps for the season. The players include Jose Reyes of the
 New York Mets; Robinson Cano of the New York Yankees; Justin Morneau and
 Johan Santana of the Minnesota Twins; David Eckstein of the St. Louis
 Cardinals; Justin Verlander of the Detroit Tigers; and Jon Paplelbon of the
 Boston Red Sox.
     "When deciding which agency to use, it was pivotal that the end result
 was one that best represented New Era, Major League Baseball and the
 product," Gerry Matos, Sr. Vice President of Marketing. "Spike DDB came to
 the table with the best concept and definitely the most passion."
     "Our goal was to touch the heart of New Era's true fans, to recognize a
 shared passion for the Authentic Collection by giving fans something
 trademark Spike -- 'fearless ideas' served up with authenticity and humor.
 We can't wait to partner with New Era again," said Spike Lee.
     The agency shot two commercials for the product launch. A :15 and :30
 second spot, called "The Line," which features the group of MLB players
 waiting outside the store for their caps; the other :15 and :30 second
 spot, dubbed "Game Delay," focuses the spotlight on Cardinals' player and
 World Series MVP, David Eckstein. Both commercials begin airing on ESPN,
 Fox Sports and regional sports networks on March 12th.
     The final :30 "Line" commercial along with behind-the-scenes footage of
 the filming of the commercial, can be seen on YouTube --
     The relationship between New Era and Spike Lee dates back more than 10
 years. This is the second time Lee has directed and produced a commercial
 for New Era. The first time was in 1998 with New Era's "Proud to Play"
 branding campaign
     New Era is introducing its new Performance Headwear caps for the 2007
 baseball season, engineered with the latest advancements in cap
 manufacturing. The new batting practice and on-field caps are infused with
 new fabric containing vapor and moisture management features making them
 feel and perform better on the field of play.
     The 39THIRTY practice cap hit shelves on February 1st, and the 59FIFTY
 on- field cap will debut on March 30th.
     About New Era Cap
     Since 1920, New Era Cap, located in Buffalo, New York, has been the
 world's premier headwear brand with products that transcend time, culture,
 sport and fashion. Producing more than 30 million caps per year, New Era is
 the exclusive manufacturer and marketer of the official on-field cap worn
 by every Major League Baseball team and their Minor League affiliates and
 maintaining agreements with other licensed entities. Some of the Company's
 core markets include Action Sports, Children, Fan, Suburban, Women and
 Fashion/Lifestyle. The Company employs people in New York, Alabama and at
 its operations in Canada, Europe and Japan. New Era is a 'Category A'
 affiliate of the Fair Labor Association.
     Dana Marciniak
     Corporate Communications Manager
     (716) 604-9000 ext. 1459

SOURCE New Era Cap Company