Ryan Howard gave Phillies fans goosebumps every time he stepped to the plate in 2006. The same goes for longtime announcer Harry Kalas, whose home run calls for Howard's mammoth shots left fans with goosebumps.
It's only natural that the Phillies began their spring advertising with a light-hearted campaign called "Goosebumps." The campaign, which debuted Thursday, features six television spots including first baseman Howard, last season's National League Most Valuable Player, shortstop Jimmy Rollins, center fielder Aaron Rowand, pitcher Cole Hamels and manager Charlie Manuel.
Subsequent commercials filmed at Citizens Bank Park will feature pitcher Brett Myers, second baseman Chase Utley, outfielder Shane Victorino and Kalas.
"Goosebumps can be so much more than just the game itself," said Jo-Anne Levy-Lamoreaux, manager of advertising and Internet services for the Phillies. "It can be a child seeing the Phanatic for the first time or seeing the ballpark for the first time."
One spot shows a group of girls giggling when they see Utley, who, by the way, was recently married. Obviously, the girls had goosebumps.
"The fan reaction is fun and light-hearted for these players," Lamoreaux said.
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The commercials were written by Philadelphia marketing agency bubble and produced by Rubberband with NFL Films, which is based in Mount Laurel, N.J. The campaign will continue through March and April, with outdoor and online advertising, radio and more television.
Fans will have the chance to watch and vote for their favorite new Phillies commercial on phillies.com. Fans will be able to view the spots on the Web site and online voting results will be announced prior to the Phillies' home opener on Monday, April 2 against the Atlanta Braves.
"This campaign is a great way to show the players with a sense of humor," said Scott Palmer, director of media and public affairs for the Phillies.
"It really shows the players and the manager in a different light. The players had a great time with it. I think that it shows how excited everyone is for the season. This campaign takes that in a different and fun way."
Andy Jasner is a contributor to MLB.com. This story was not subject to the approval of Major League Baseball or its clubs.