MLB: MLB | #PonleAcento: the journey of a jersey

Client: MLB
Date: Sep 2018
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The MLB and official uniform supplier Majestic have released a video for the baseball league’s annual #PonleAcento (Put an accent on it) campaign for Hispanic Heritage Month.

The ad, created with the help of LA-based creative and production studio Little Ugly, details from start to finish the process of creating one of the authentic jerseys that the league’s fielders all wear. The spot shows every step behind the creation of a jersey, from its stitching by hand at Majestic headquarters, to Dodgers Stadium and its apparel shop.

Last year, the MLB unveiled its league-wide initiative to add the accent mark to the jerseys of all Hispanic players, a response to veteran LA Dodger infielder Adrian Gonzalez’s push to properly identify them in 2016.

Gonzalez’s teammate Enrique ‘Kike’ Hernandez was featured in the spot and has continued to be a face of the league’s Hispanic Heritage Month (September 15-October 15) marketing efforts.

Latinos have made up around 30% of the league’s 30 franchises, and the campaign, which launched in 2017 has been part of a greater push by the league to include a major part of its on and off field presence in the Hispanic community.

Credits

Director: Clara Aranovich

Executive Producers: Carlos Lopez Estrada, Kimberly Stuckwisch, Neil

Garvey

Producer: Jimmy Loweree

DP: Sean Conaty

Production Manager: Nick Lane

1st AD: Melissa Kyle

Production Design: Jessica Garrison

Composer: Ray Suen (Childish Gambino, Lorde, The Killers, Mariachi El

Bronx)

Hair & Make-up: Stephanie Scholz

Wardrobe: Madeleine Paul

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