Amazing
Last night Mary and I attended an outdoor concert at the Wolf Trap Center for Performing Arts with friends. On a perfect summer night, we claimed a patch of grass on the hillside, uncorked a couple bottles of wine with a gourmet picnic dinner, and talked about the things that friends talk about as we awaited Lyle Lovett and His Large Band.
Our friend Mark asked me if I had seen an amazing video. Best catch he had ever seen. Ball girl streaks down the left field line at minor league baseball game, climbs the corner of the wall like Spiderman, jumps and turns to catch the foul ball at the peak of her outstretched arm. She lands softly on the field, casually tosses the ball to the stunned leftfielder, then jogs back to her seat with a wry smile as the play-by-play announcer describes the action in breathless detail.
Unbelievable, said Mark. I hated to break it to him. It was.
The video sweeping the Internet is a masterstroke of deception, a staged event designed to create buzz through viral marketing. Chicago ad agency Element 79 created it for Gatorade. When the ball girl sits down after the amazing catch, there’s a bottle of the power drink at her feet. The implication is that the beverage has imbued her with athletic powers worthy of a Sports Center highlight reel. The payoff is not so much in the subtle product placement, but in the buzz that eventually becomes associated with the product.
The real story is how marketers can use social media to manipulate consumers as well as reality. Ball girl is actually stunt girl Phoenix Brown. Film director Baker Smith shot the “catch” after a Fresno Grizzlies-Tacoma Rainiers game last month by attaching Brown to wires and having two stunt men yank her up the wall. Smith combined footage taken during and after the game, then created the illusion of the spectacular catch on his computer using software known as computer-generated imagery (CGI).
The marketing manipulation is so slick that Element 79 never released the video, thereby distancing itself and its client from criticism about the video’s true motives. “Ball Girl” was posted on You Tube by a filmmaker associated with the agency. It has been viewed about 4 million times, has received a glowing review from Advertising Age, and been featured on CNN and ABC’s Good Morning America. Now word is spreading at a concert outside Washington, D.C.
Gatorade has acknowledged that the video has reached critical mass and helped associate its brand with popular culture. While many now know the spectacular feat associated with a power drink is a special effect, a Gatorade spokesperson says millions are still entertained by it.
But many web watchers are still fooled. From the top returns on Google:
Break.com: “A minor league ball girl makes an incredible catch on a foul ball in left field. Her coach later informed her that there is no crying in Baseball.
Digg.com: “Warning: The Content in this Article May be InaccurateReaders have reported that this story contains information that may not be accurate.”
Feministe: “Love this.”
And, of course, You Tube, the top return: “Amazing ball girl catch. This is the most amazing thing ever”
So we lay back on the lawn, gazed at the stars above, and listened to Lyle and his gifted ensemble elevate our souls with true music and poetry. Pure, real, amazing ….
