If you watched the Johns Hopkins vs. Towson lacrosse game on ESPNU Friday evening, you probably saw the brand new commercial from Maverik Lacrosse. If you watched it with the volume on, it probably hit you like it hit us – it gave you the chills.
Let’s watch it again, shall we?
Featuring big name lacrosse athletes like Billy Bitter, Peet Poillon, Joe Cinosky and John Christmas, you’d think their names would be plastered all over the screen. However, there is no lacrosse star marketed as an individual in this commercial. No “I”, just a universal “we”. There is no focal point other than the raw view of the sport of lacrosse.
“The goal was to do something different this year. Working closely with Maverik’s marketing team, we came up with a commercial concept that we hope will not just inspire and motivate, but also convey the respect all lacrosse players have for each other.” – Jay Jalbert
According to Maverik staff, the ad, titled “The Future Is Here”, will air on ESPN, ESPN2 and ESPNU throughout the 2012 men’s lacrosse season. Judging from the frequency of Maverik Lacrosse spots played during college lacrosse games in the past, we can probably expect this ad to run at least 2-3 times per game.
During a time in which many lacrosse brands are desperately trying to connect with the “lax bro” culture at all costs, it’s nice to see Maverik Lacrosse taking the high road and promoting the growth of our sport. Now let’s all band together & Grow The Game!