Sizzler as the reward for a Little League win is one of those hidden brand truths with fun potential. Mischief goes down that road in a new campaign with an unexpected celebrity, Hall of Fame pitcher Randy Johnson, who comes out of retirement to coach a kids’ team and (hopefully) secure that win that would send them to Sizzler.
The video above sets the stage, and it’s followed by the full mini-doc below, showing a grumpy Johnson reluctantly taking the reins of the Simi Valley River Dogs in California. The 6-foot-10 southpaw has a few days to spend with the team, but after seeing their skills at the outset, winning certainly seems like a daunting task.
A Sizzler rep adds to the comic relief in the film—he’s more of a parody of the on-set client than anything. As for Johnson, who is now 60, he’s not the most charismatic on-camera presence, but his brusque persona is also part of the comedy. Pete Marquis was the director.
https://players.brightcove.net/377748811/Ti2hZh2xB_default/index.html?videoId=6360321504112
In the end (spoiler), the River Dogs didn’t win the game, but they did achieve a moral victory—check out the video for more—and got their outing to Sizzler after all.
“I always thought my comeback would take me back to the Bronx or the Bay or the Bob, not Simi Valley,” Johnson said. “But honestly, whether you’re in the big leagues or a little one, what matters is winning. But even more honestly, it’s how you play the game. Thanks to me, these kids play the game right.”
“We believe every win deserves a big celebration,” said Sasha Shennikov, Sizzler’s director of marketing. “Whether it’s hitting your first home run or just making it to first base, Sizzler’s here to help folks savor that moment.”
“If hauling Randy out of retirement to give this losing team the taste of winning feels completely over the top, well that’s because it is,” said Kevin Mulroy, executive creative director at Mischief. “But that’s how much Sizzler believes in democratizing that feeling of the win—no matter how big or small.”
Original article was written by Tim Nudd for Adage. Find the original article here: adage.com.
