Part of New Era's Major League Baseball marketing is something they call the "Home Of The Authentic," which is a specifically merchandised section of some Lids retail outlets.
In a meeting with the client, we suggested that the concept could use an explainer -- we had been telling people that the "Home Of The Authentic" was "Exclusively At Lids," but at no point were we explaining that it wasn't just a metaphor...it's a real place that you can go and find product.
So we teamed up with a Lids mall outlet and TV personality Ant Hull to make a quick intro that makes it clear just what it's all about.
Cumbo, Inc. produced this spot from start to finish, including all aspects of production logistics and management, video direction and post-production.
New Era Cap Co., Inc.
DIRECTOR OF PHOTOGRAPHY:
Peter A. Cumbo