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Seattle Post - Intelligencer

In seven new television commercials introduced yesterday, the Mariners spoof the Home Shopping Network as part of an advertising campaign for the 2005 season called "Mariners Baseball: What a Show!"

The campaign, featuring players and coaches in sketches trying to sell elements of baseball to home viewers and an in-studio audience, was put together by longtime Mariners advertising partner Copacino- Fujikado.

"We felt it was time to shake things up a little bit this year with new players, a new manager and new coaches, and a new chapter in Mariners history," said Jim Copacino, the principal and creative director of the Seattle-based ad agency.

"We thought in our small way that the advertising could help signal that."

Copacino's concept revolves around "putting the players front and center so the fans can see them in a different context than what they do when they get to the ballpark."

"It's a humor-based campaign, because after all, we're in the entertainment business," said Copacino, who has been producing the Mariners' campaigns since 1990.

Highlights from the new spots:

Outfielders Ichiro Suzuki and Raul Ibanez try to sell viewers on a batter's box, only to be interrupted by a man with a vacuum.

Catcher Dan Wilson and outfielder Randy Winn try to get viewers to bid up the price of a tag at the plate, and burly catcher Miguel Olivo aggressively demonstrates the value of a strong tag.

Manager Mike Hargrove gives a demonstration of his "pep talk," prompted by coaches Don Baylor and Bryan Price and second baseman Bret Boone, as a cure for life's everyday problems.

Newcomers Richie Sexson and Adrian Beltre make a case for selling the "long ball" but are interrupted by a sliding Pokey Reese, who makes an entrance to sell the stolen base.

Wilson and pitcher Ryan Franklin team up to sell "the cycle," with former Mariners outfielder Jay Buhner making a brief appearance while reading a book to say, "I hit for the cycle, and I've never been happier."

Pitchers Jamie Moyer and Bobby Madritsch explain how to make use of the fastball, slider and curveball as the bullpen awaits callers who want to buy the "three pitches."

Pitchers Gil Meche and Joel Pineiro struggle to sell the balk, but bids begin to pour in when rookie outfielder Jeremy Reed wanders in with his collectible statue of Edgar Martinez.

"With some fan feedback and some changes in player personnel this year, we thought it might be fun to try something new," said Kevin Martinez, the team's vice president of marketing. "There's so much going on in these spots, which I think will play real well for fans over the course of a season."

The commercials are scheduled to debut during Saturday's broadcast of the Cactus League game between the Mariners and the Diamondbacks at 12:05 p.m. on FSN.

In the meantime, the ads can be viewed on the team's Web site, www.seattlemariners.com, where fans can vote for their favorite spot.

Last year's ad campaign received the National Sports Forum Achievement Award for the best sports television campaign, beating out 100 similar ad campaigns from across the sports industry.