Blog - Baker Street
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Baker Street
May 5, 2021
Brian Bacino

You know, because dogs!

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If you’re going to be successful in the car business, you need a TV commercial with a cute dog. Here’s ours.

And if they’re really cute, you realize you’ve got a story that perfectly translates into any language.

And once you have them on set you have to do some OHH and POS.

Now. Can you guess which came first? The Spanish story or the English story?

You’ll have to ask Copywriter, Lesly Pyle, who was writing for both Spanish and English assignments simultaneously. This is the first time we used the same story in both our “Ask Anyone Who Owns a Honda” English campaign and our “Siempre Contigo” Hispanic campaign. You know, because dogs!

Credits, Baker Street Advertising:
Co-Chairman & CE0: Don Donovan
Co-Chairman & Founder: Jack Boland
Chief Creative Officer: Brian Bacino
Copywriter: Lesly Pyle
Art Director(s): Ken Woodard & Anne To
Producer: Brody McHugh
Account Director: Tracey Pereira
Account Coordinators: Jeremiah Michel & Max Sherwood
Broadcast Media Team: Glenn Yajko, Shelly Kalianis, Gail Belle, Cel Vital Bella
Digital Media Team: Jason Cantor/Christina Cruz
Spanish Translators: Cipriano Iguaron Y Roberto Jeffrey

Credits, Production:
Director, Brian Bacino, Baker Street Advertising
Executive Producer, Jed Mortenson, Waypoint Films
Director of Photography: Kevin Emmons
Editor: Alan Chimenti, Ntropic
Producer: Stephanie Hornish, Ntropic
Flame Artists: Ethan Chang
Colorist: Ayumi Ashley
Sound Engineer: Andy Greenberg, One Union Recording

Automotive Marketing, Brian Bacino, Creative Chief B2, Hispanic Marketing, Honda, Multi-Cultural Marketing

December 16, 2020
Brian Bacino

Nothing Can Save 2020

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“In a year … we can’t wait to be over …” that’s the sentiment our Honda Year End sales event cleverly proclaims in this cheeky movie trailer parody imagined by Copywriter, Lesly Pyle, and Art Director, Sarah Inglis. It’s the perfect message for the Final Days of the Happy Honda Days sales event — and this hardly happy year. Hard sell with a smile. You gotta love it. Now get out there and Save 2020 with a great deal on a new Honda.

Year End Movie Posters

“Final Days — The Movie” :30 (Sedans)

“Save 2020 — The Movie” :30 (SUVs)

We were able to mask up, spread out and shoot live footage for the first time this year with the help of Waypoint Films and our on-set Covid-19 Monitor. The new shots are bad-ass and everybody stayed safe. So if you’re wondering how to get your production needs covered in these crazy times, Baker Street knows the drill.

Agency Credits | Baker Street Advertising
Co-Chairman/CEO/Strategist: Don Donovan
Co-Chairman/Founder: Jack Boland
Chief Creative Officer/Film Director: Brian Bacino
Copywriter: Lesly Pyle
Art Director: Sarah Inglis
Broadcast Producer: Julie Costanzo
Account Director: Tracey Pereira
Account Executive: Julian Cagonot
Assistant Account Executive: Jordan Leet
Media Director: Glenn Yajko
Digital Media Director: Jason Cantor
Broadcast Director: Shelly Kalianis
Digital Ad Ops Manager: Christina Cruz
Senior Broadcast Media Buyer: Cel Vital Bella
Assistant Media Buyer: Indira Valladeres

Production Credits
Executive Producer: Jed Mortenson, Waypoint Films
Director of Photography: Kevin Emmons, Waypoint Films
Editor: Michael Pickman-Thoon, Rough House Editorial
Colorist: Roger Krakow, Rough House Editorial
Graphics and Special Effects: Eric Stafford, Rough House Editorial
Sound Engineer: Andy Greenberg, One Union Recording
Music: Music Orange

Automotive Marketing, Baker Streeters, Brian Bacino, Creative Chief B2, Holiday Advertising, Honda, Uncategorized

August 27, 2020
Brian Bacino

Let’s Save This Summer!

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Hey! Let’s save this summer!

That was the idea behind our new Labor Day campaign for Honda conceived by Sarah Inglis and Lesly Pyle. Let’s face it. This summer has sucked like none other. Really, the best thing you can do is pile your inner circle into a Honda and enjoy a road trip with fewer stops and plenty of safety. So, we invented the Honda Safe Adventure — a road trip you can take with only one stop for gas. And thanks to Honda’s amazing MPGs, one fillup can provide a ton of fun.

Our campaign takes the form of a travel log — a family vacation scrapbook. With a playful hand–made visual style, we remind folks that buying a new Honda is the best way to save this summer.

“Rashida’s Honda Safe Adventure” :30

“Kids’ Honda Safe Adventure” :30

“Civic Safe Adventure” :15

“CR-V Safe Adventure” :15

Online Banners

Agency Credits | Baker Street Advertising
Co-Chairman/CEO/Strategist: Don Donovan
Co-Chairman/Founder: Jack Boland
Chief Creative Officer: Brian Bacino
Creative Director/Campaign Art Director: Sarah Inglis
Copywriter: Lesly Pyle
Digital Art Director: Anne To
Producer: Brody McHugh
Account Director: Tracey Pereira
Account Executive: Julian Cagonot
Assistant Account Executive: Jordan Leet
Media Director: Glenn Yajko
Digital Media Director: Jason Cantor
Broadcast Director: Shelly Kalianis
Digital Ad Ops manager: Christina Cruz
Senior Broadcast Media Buyer: Cel Vital Bella
Media Broadcasting Buyer: Tracey Tschappat
Assistant Media Buyer: Indira Valladeres

Video Production Credits | Bent Image Lab
Directors: Chel White and Patrick Coan
Executive Producer: Ray Di Carlo
Producer: Rebecca Wells
CG Artist: Andrew Dieffenbach
Compositor/2D: Barna Howard
Editor: Brent Heise
CG Coordinator: Byron Gilmer

Audio Production Credits | One Union Recording
Sound Engineers: Andy Greenberg and Joaby Deal

Automotive Marketing, Branding, Brian Bacino, Creative Chief B2, Digital Marketing, Holiday Advertising, Honda, Uncategorized

July 27, 2020
Brian Bacino

Almost forgot. We won an Addy!

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I guess we’ve had a few things on our mind. When we won an ADDY for our “Honda is Family” multi-media campaign earlier this year we were like: “Yeah!!! Great win!” Then we went to the award show in March. Almost nobody came. COVID kicked in and the following week we were all on lockdown. Nobody was in the mood to celebrate. But a few months later we look back and realize: “Yeah! That was a great win!” And, ironically, the message has never been more relevant: No matter what may come, you count on family. And California families count on Honda. Just ask anyone who owns a Honda.

“Father and Son”
:30
An epic road trip turns into a 15-year-long tradition. And the Honda Accord is always there. But blink and you’ll miss it.

“Neighborhood Pride” :41
An entire neighborhood reminisces as a 16-year-old embarks on her first solo drive in a new Honda Civic.

“Winning on the Road” :30
A team of undersized basketball players gain a competitive edge from the superior sound system of a Honda Pilot.

“Save the World” :30
This is Susan. Susan really, really, really, really cares about the environment. That’s why Susan drives a Honda Insight Hybrid.

In-Dealership Point-of-Sale Posters:

Online Banners:

Credits, Baker Street Advertising:
Co-Chairman/CEO/Strategist: Don Donovan
Co-Chairman/Founder: Jack Boland
Chief Creative Officer: Brian Bacino
Copywriters: Brian Bacino/Lesly Pyle
Art Director: Ken Woodard
Producer: Brody McHugh
Director of Client Solutions: Christine Rodriguez
Senior Account Executive: Sarah Danaher
Media Director: Glenn Yajko
Broadcast Director: Shelly Kalianis
Media Supervisor: Jena Benzel
Senior Broadcast Media Buyer: Cel Vital Bella
Assistant Media Buyer: Indira Valladeres

Credits, Production:
Director, Brian Bacino, Baker Street Advertising
Executive Producer, Jed Mortenson, Waypoint Films
Director of Photography: Kevin Emmons
Editor: Alan Chimenti, Ntropic
Colorist: Chris Martin, Mission Film & Design
Flame Artist(s): Ethan Chang, Deron Hoffmeyer, Ntropic
Executive Producer: Luke Watson, Ntropic
Producer: Emily Rivvers, Ntropic
Sound Engineer: Andy Greenberg, One Union Recording

Automotive Marketing, Branding, Creative Chief B2, Honda, Qualitative Research, Quantitative Research, Uncategorized

March 31, 2020
Sarah Inglis & Bob Dorfman

DO YOU KNOW THE WAY? WE DO.

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Little known fact: the biggest city in Northern California is not San Francisco, it’s San Jose. Which also happens to be the Bay Area’s richest market, thanks hugely to all those Silicon Valley movers and shakers.

So why would any touring music act skip a chance to play in this lucrative market’s premiere entertainment venue—SAP Center at San Jose?

Well, with a new arena—Chase Center—just open in San Francisco, the marketing team at SAP Center was concerned that tour managers would be blinded by the shiny lights of SF and pass up the smart money in San Jose.

That’s where we came in, with an eye-catchingly fun and informative print campaign in the music trades, mapping out all the advantages of SAP Center: years of live event experience, a young, rich and passionate fan base, easy arena access, and profitability through the roof.

Using a playfully-stylized California travel map format, and starring SAP Center’s power booking duo, Steve Kirsner and James Hamnett—a well-known pair in the music biz nationwide—we center on the importance of San Jose through a variety of genres and costume changes.

How can any act say “no way” to San Jose after this?

Baker Street Advertising Credits:
Co-Chairman/CEO: Don Donovan
Co-Chariman/Founder: Jack Boland
Chief Creative Officer: Brian Bacino
Copywriter: Bob Dorfman
Art Director: Sarah Inglis
Illustrator: Ryan Ruiz
Design Studio and Production Manager: Jeff Teator
Senior Account Manager: Sarah Danaher
Assistant Account Executive: Jordan Leet

Client Credits:
Vice President, Booking & Events: Steve Kirsner
Director of Booking & Events: James Hamnett
Arena Marketing Manager: Megan Ebeck
Creative Services Manager: Whitney Hallock
Vice President, Marketing and Digital Marketing: Doug Bentz
Director of Marketing: Casey Leppanen

Uncategorized

January 29, 2020
Bob Dorfman

SUPER BOWLING FOR DOLLARS: WHICH 49ers & CHIEFS WILL SCORE ON MADISON AVENUE?

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With over 100 million people watching, Super Bowl LIV is an unparalleled opportunity for Big Game players to make a big time impression with fans and marketers.

The winners will earn in the neighborhood of $120K apiece in bonus money. And those shiny new championship rings have been valued at around $50K. But the real dough is in the national ad deals, appearance fees, autograph charges and other off-the-gridiron earnings that Super Bowl superstars can rack up.

So which San Francisco and Kansas City players, if any, have enough game to make it big on Madison Avenue? Who’s going to land the talk show appearances, video game and cereal box covers, “I’m going to Disney World” cameos, Dancing With The Stars guest spots, and namesake fast-food sandwiches?

Here’s how this expert rates the endorsement talent:

TOUCHDOWN:

Patrick Mahomes. Arguably the best QB in the NFL, and the biggest star in this Super Bowl, Mahomes couldn’t be missed during playoff commercial breaks for State Farm and Head & Shoulders. In only his third season, he’s already become a household name and face, with an endorsement portfolio that also includes Hunt’s, Adidas, Oakley, EA Sports and more. Comfortable on camera, humble, well-spoken and always fun to watch, nobody doesn’t like Pat Mahomes. As the odds-on fave to be the Big Game MVP, he’s most likely to land the “I’m going to Disney World” spot. And that name is just begging for a deal with The Home Depot, At Home, Amazon Home or Zillow. A Super Bowl ring could be worth as much as $5-7M a year in new deals, easily making Mahomes the most marketable player in the NFL.

Jimmy Garoppolo. Arguably the best-looking QB in the NFL, Garoppolo’s best-looking move in the playoffs so far has been the handoff. A big game in The Big Game could elevate him to endorsement superstar status, and quickly expand a sponsorship list that currently includes Nike’s Jordan Brand, Bose and New Era. Jimmy G and Gatorade would be a perfect match; so would his model-esque face and physique for any men’s fashion, grooming product or fragrance campaign—or starring on the next season of The Bachelor. And you know he’d get plenty of attention from fans on both sides of the ball in an ad for Hanes briefs. Just make sure any script includes his trademark “Feels great, baby” tagline. With the 49ers’ and Garoppolo’s future looking very bright, a ring-worthy effort in Miami could add $3-5M annually to his off-the-field income.

FIELD GOAL:

George Kittle. The league’s best tight end is never tight in front of a camera. Entertaining, enthusiastic and irreverent, Kittle doesn’t take himself too seriously, and always looks like he’s having a great time. Expect to see a lot of George during Super Bowl week, where he can show off his winning personality to a broader audience. Kittle for Skittles is a natural (Tagline: “It’s not Skittles without Kittle”), and George would be a fun pitchman for any product that promises a good time—video games, snack foods, sports cars, condoms. It would also be fun to see Kittle vs. Kelce in a Panda Express vs. McDonald’s battle.

Travis Kelce. The league’s second-best tight end will be making his first Super Bowl appearance, but has already appeared in national McDonald’s and Sleep Number ads, and his own dating reality show on E! Like Kittle, Kelce is always a good interview, highly charismatic and plenty wacky. But Travis beats George in the looks department—which might make him a better choice for fashion or grooming products. Add his brother Jason to the mix for any “two-for-one” ad or telecom family plan. Ultimately though, deciding between Kelce and Kittle may come down to who catches their first ring in Miami.

Richard Sherman. Stanford grad Sherman is smart, articulate, speaks often and usually has something controversial to say. Few NFL defensive players can match his endorsement resume: Nike, Beats By Dre, Oberto, BodyArmor, Campbell’s Soup, T-Mobile, Domino’s, Neff, Wonderful Pistachios, Microsoft and more. A wise choice for any high-IQ product: computers, financial services, smart phones—or any script with lots of words. And given that Sherman always seems to have a chip on his shoulder, he could work for Lay’s, Chips Ahoy or Intel.

Nick Bosa. The NFL’s Rookie of the Year is a rising superstar with a tremendous marketing upside. Brother Joey, who plays for the Chargers, only adds to his marketing value. Team up the Bosa Boys for any product that’s strong, powerful and defends well: Right Guard, Rust-Oleum, Lava soap. Nick’s probably not the best choice for Levi’s, though; don’t think any size will fit his tree-trunk thighs.

Raheem Mostert. The breakout star of the playoffs, Mostert was cut by six teams before making it big with the Niners. Good choice for any marketer delivering an inspirational “Never give up no matter what the odds” message, or for any moving company. And of course, a Heinz ad titled “Mostert & Ketchup.” And though Mostert is an expert surfer, board companies take note: it’s forbidden in his NFL contract.

Tyrann Mathieu. Honey Badger has one of the league’s best nicknames, and is a fearless defender. Try Tyrann for KC Masterpiece Honey BBQ Sauce, Jack Daniel’s Tennessee Honey, Post Honeycomb cereal, or in a commercial with a real honey badger, facing off in a death match for the last HoneyBaked Ham.

Katie Sowers. The only 49er to star in an ad this Sunday is Sowers, the first female to coach in a Super Bowl. Her 30-second Microsoft Surface spot, which aired during the playoffs and made her famous, has been expanded into a less sell-y, more inspiring 60-second version for the Super Bowl. Expect Sowers’ fame and role-model status to grow even larger, and keep her top of mind as a spokesperson for any ad message dealing with empowerment and breaking boundaries.

EXTRA POINT:

Kyle Shanahan, Andy Reid. One of these two head coaches will win their first Super Bowl. The other will qualify for a Maalox Moment or Southwest Airlines “Wanna get away?” spot.

Kendrick Bourne. A strong Super Bowl performance could earn the 49ers’ best dancer a spot on the next season of Dancing With The Stars. Or have him deliver your next “Everything Must Go” sale message and title it “The Bourne Ultimatum.”

Sammy Watkins. Might work for any product used in making sandwiches: Oscar Mayer, Wonder Bread, Kraft singles, Hellman’s Mayo.

Emmanuel Sanders. Playing in his third Super Bowl; seeking his 2nd ring. Made the move of the year, going from the Broncos to the 49ers, midseason. Of possible interest to any moving company or airline.

Deebo Samuel. Rookie WR with big potential and a memorable name. Sign him now before he gets real expensive. But like all the SF receivers, his immediate marketing success may depend on a stronger passing game than the 49ers have shown in the postseason so far.

Chris Jones. The Chiefs’ Pro Bowl DE has his own soda line, Stone Cold Jones Sodas, which just added a new flavor: Berry The Niners. If his team wins on Sunday, he should replace the Gatorade Dump on Coach Reid with Stone Cold Jones Soda.

Dee Ford. His offsides penalty cost the Chiefs the AFC Championship last season. Now a 49er, redemption is possible, along with a role in any ad with a message about overcoming your mistakes.

Kendall Fuller. Kendall’s brother Kyle currently plays for the Bears; his two other brothers are former NFLers. Put all four Fuller Brothers in a spot for any fast food chain that offers a family meal, or in a campaign for any car with loads of interior space.

Damien Williams. The kind of player who could come out of nowhere to earn Super Bowl MVP honors, be immensely poplar for a week, then fade back into obscurity.

DeForest Buckner & Dre Greenlaw. Team them up for any outdoorsy product, environmental ad, or Smokey the Bear PSA.

Terrell Suggs. 17-year vet is 8th all-time in the NFL in career sacks. Could work for Hefty Cinch Sak.

Robbie Gould. Kicker could work for anything foot related: Lotrimin, Tinactin, Dr. Scholl’s.

Mitch Wishnowsky. Aussies underrepresented in American advertising. Good choice for Australian tourism ads, Qantas, Foster’s Lager or vegemite.

Laurent Duvernay-Tardif. Canadians underrepresented in American advertising. Good choice for Air Canada, Moosehead, Canada Dry or Klondike bars.

Laken Tomlinson. Jamaicans underrepresented in American advertising. Good choice for Caribbean Air, Myers Rum, any jerk chicken sauce, or, given his plans to become a neurosurgeon after football, Kaiser Permanente.

Joe Staley. Veteran offensive lineman provides important protection for Jimmy G. Worthwhile choice for any product that protects well: Axe Deodorant, Coppertone, Trojan.

Dustin Colquitt. Oldest player in this Super Bowl. Decent choice for Ben-Gay, Metamucil, or Advil.

Jaquiski Tartt. Of possible interest to Pop-Tarts.

Byron Pringle. Of possible interest to Pringles.

Akhello Witherspoon. Benched. Of possible interest to Preparation H.

PUNT:

Tyreek Hill. Too controversial. Convicted of domestic assault and investigated for child abuse, Tyreek could wreak havoc on your marketing plan.

Frank Clark. Another player whose overwhelming talent is undermined by his arrest record.

Tevin Coleman. Dislocated shoulder and Raheem Mostert’s emergence could limit his exposure in Miami.

Matt Moore. Tough to stand out when you’re Patrick Mahomes’ backup.

Mecole Hardman. Getting ad deals as a return specialist is hard, man.

Weston Richburg, Austin Reiter. Centers are never the center of attention.

K’Waun Williams, Kwon Alexander. Too kwonfusing.

Jimmie Ward, Charvarius Ward. See above.

Kyle Juszczyk. Too hard to pronounce.

Tanoh Kpassagnon. See Kyle Juszczyk.

Anthony Sherman. Overshadowed by Richard.

Cameron Erving. Overshadowed by Julius.

Ben Garland. Overshadowed by Judy.

Ross Dwelley. No need to dwell on Ross.

Matt Brieda. Not a breed apart.

Tavarius Moore. Moore is less.

Justin Skule. Skule’s out.

Derrick Nnadi. Nnada.

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Bob Dorfman is a Creative Director at San Francisco’s Baker Street Advertising, and a nationally recognized sports marketing expert whose insightful and pithy comments have been featured in such major media as ESPN, CNN, MSNBC, NPR, Fox, Bloomberg, Time Magazine, Sports Illustrated, New York Times and Washington Post. He writes his Sports Marketers’ Scouting Reports regularly for the Super Bowl, World Series, NBA Finals, and both the Summer and Winter Olympics.

Dorfman on Sports, Sports, Sports Marketing, Uncategorized