If you listen to any Giants broadcast, then you’ve heard San Francisco icon Renel Brooks-Moon say that Dignity Health is the Giants’ official health care provider. Just a few days ago, Dignity Health published this commercial featuring kids’ questions for the Giants’ team doctor, Robert Murray, MD.
These kids are a part of the Junior Giants program and while I applaud the effort here, his softly mocking laughter after their child-aged questions feels like they missed the mark on their own idea.
Why am I critiquing a throwaway sponsorship commercial? Haven’t you noticed the team they’re sponsoring? I’d probably make a terrible media relations person because I’d insist that at every turn people are bombarded with fun and informative ads that are even tangentially related to the team.
Maybe Dr. Murray could’ve showed these kids how to properly warm up or take care of themselves after the game — or spin the question about what players eat before each game into a real quick nutrition bit (“you should eat grapes before a game, too — they’re good for you!”).
This did make me think about how baseball advertising really is segmented into two groups: the older demographic that hasn’t canceled their cable subscriptions yet and, therefore, still prop up the sport, revenue-wise, and the young kids who don’t know any better and whose cuteness and naivete are simply exploited. We folks in the middle are barely represented by beer ads, but where are the teens?
Let’s see the follow-up segment of an Instagrammer who won’t get off their phone and a video game player who rarely talks to people face-to-face anymore. That will really force Dignity Health to show some human kindness and we’ll either get a sharper-scripted or better-improvised commercial.
Great questions though, kids.