(With apologies to the Baffler.)
We saw this coming. First Bochy’s comment about “warrior spirit” last year, then the Aaron Rowand January Tour as the new face of the team, then the “Find your swagger” T-shirts to start spring training, and now, the marketing campaign.
The Giants have unveiled their 2008 motto: Gamer. As in, “Dan Ortmeier blah blah blah: He’s a Gamer!”
The ads just went on TV, on busses, but oddly, nowhere on the Internet. Hmm, maybe because that’s where the Lunatic Fringers, computer-ish people and sabermetricians hang out. And they’re all allergic to the word “Gamer.” Unlike Bruce Jenkins, who likes gamers, classy guys, and veteran leadership. (No doubt the official Bruce Jenkins spring training “Gotta Love These Gamers” column will soon be upon us.)
It’s so obvious what this campaign means. This year we play hard. Last year, mmm, not so much. They’ll never come out and admit it, though the players keep dropping massive hints. (See here.)
It’s like a new and improved dishwashing soap. “What was wrong with the last version,” you ask the soap company. “It was just fine,” the Larry Baer of soap marketing replies. “But this one takes dish-washing to a whole different level!”
