New Era Cap Co., the official on-field cap of Major League Baseball (MLB), hired Spike DDB, the advertising agency founded by 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.

New Era said 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.”

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.

“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 final :30 “Line” commercial along with behind-the-scenes footage of the filming of the commercial, can be seen on YouTube — http://www.youtube.com/watch?v=SGFa025691o

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