The latest spot from Major League Baseball's new "For the Love of Baseball" campaign plays off the city of Pittsburgh's passion for the Pirates and reigning NL MVP Andrew McCutchen in unique fashion. Steel City residents, including Mayor Bill Peduto, wear their hair in McCutchen's trademark dreadlock style to express their support for the Pirates' outfielder throughout the new spot.
The new creative debuts on MLB.com today and will appear during this weekend's nationally televised games on FOX Sports 1 and ESPN, and also on MTV2 and MLB Network.
The "For the Love of Baseball" campaign, created by BBDO, celebrates everything that makes baseball special showcasing the personalities and unique abilities of some of the game's biggest stars.
In 2013, McCutchen helped lead the Pirates to their first Postseason appearance in 21 years.
McCutchen joins David Price and Mike Trout in being featured in the campaign. Additional player-specific creative featuring more of the game's top players, including Robinson Cano, Prince Fielder, Bryce Harper and Clayton Kershaw, among others, will roll out throughout the season.
A companion campaign via social media is supported by all MLB, Club and MLB Fan Cave social media channels featuring the theme #LoveBaseball. Fans are encouraged to upload short videos via Instagram and Vine using the hashtag and demonstrating how and why they love baseball. The best submissions will be featured on MLBFanCave.com.