ESPN hopes its spot promoting Major League Baseball’s Opening Day on April 1 makes everyone “Way Less Sad,” as indie pop trio AJR sings in the song that scores the piece.
Part of ESPN’s “Give Us Baseball” campaign, the track will also serve as ESPN’s MLB anthem for Opening Day and for the first half of the Sunday Night Baseball season.
The creative campaign features several top MLB superstars, including Ronald Acuña Jr., Mike Trout, Fernado Tatís Jr. and Mookie Betts, as well as user-generated content highlighting baseball fans of all ages. Additionally, the spot, which will run across ESPN’s television and digital platforms, features voiceover by Chinasa Ogbuagu.
“As we say in the creative work, Opening Day is more than just a day, it’s a feeling,” said Laura Gentile, ESPN senior vice president, marketing and social media in a statement. “AJR’s ‘Way Less Sad’ embodies the joy and excitement we feel as we welcome back baseball at a time that is increasingly more hopeful. And, we’re proud to have Chinasa Ogbuagu as our voiceover, representing the passionate female baseball fans who tune in weekly to watch baseball on ESPN.”
AJR will perform the song March 31 on ABC’s Jimmy Kimmel Live! ESPN’s creative campaign aligns with the release of the band’s latest album, OK Orchestra, which debuts on March 26.
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