San Francisco Giants: We Built This City by Goodby Silverstein & Partners

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Goodby Silverstein & Partners’ new spot for the San Francisco Giants launches ahead of Opening Day on April 5. The spot 'We Built This City,' was created by long-time Giants fans Jeff Goodby and Rich Silverstein, using the agency’s internal production arm, eLevel.

Going all the way back to the ancient Greeks, a list of heroic names is a stirring way to evoke great feats and inspire the people. The Giants have a list of such names, present and past, that rivals the best in baseball. This is a celebration of those names, in which GS&P's spot for the Giants uses Starship’s song, We Built This City (on Rock ‘n Roll) to become We Built This City (on Giants’ Soul).

In many ways, the Giants have indeed helped build San Francisco, spiritually and physically. Each spring, a new season begins, with new names yet to be discovered and familiar ones returning.

“It’s our wish that fans everywhere will look forward to Opening Day as much as we do,” said Jeff Goodby, co-chairman of advertising agency Goodby Silverstein & Partners. “My partner, Rich Silverstein, was riding his bike past the newly-named Oracle Park right after the death of Peter Magowan. Somehow, the Starship song, We Built This City (on Rock ‘n Roll) came into his head. I rewrote the lyrics a bit, and added this litany in the middle. It makes us crazy for baseball, and we hope it makes others crazy, too.”

The spot will appear on local broadcast, social and digital.


Ad Agency: Goodby Silverstein & Partners

Client: San Francisco Giants

San Francisco Giants

Executive Vice President, Business Operations: Mario Alioto

VP, Marketing and Advertising: Danny Dann

VP, SFG Productions: Paul Hodges

VP, Brand Development and Digital Media: Bryan Srabian


Writer: Jeff Goodby

Art Director: Rich Silverstein


Director of Broadcast Production: Tod Puckett

Executive Producer: Timothy Plain

Producer: Daniel Chang

Account Services

Managing Partner: Brian McPherson

Account Director: Clark Gieseke


Director of Communications: Meredith Vellines

Business Affairs

Director of Business Affairs: Judy Ybarra


Company name: eLevel

Editor: Erik Johnson

Assistant Editor: Jocelyn Carranza

Executive Producer: Luke Dillon

Director of eLevel: Michael Damiani


Company name: elevel

engineer: Jody Scott

Sound Design

Company name: elevel

Audio Engineer/Composer: Nic Dematteo

Finishing/VFX Production

Company name: eLevel

Color: Graham Wilcox

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