Hard Rock has a cafe at the brand new Yankee Stadium, and, along with the prime real estate, gets thirty seconds every game in front of 50,000 fans on the hi-def Jumbotron. Not surprisingly, they tossed the opportunity to agency of record, D/C, which cooked up a modern mashup of the old chestnut “Take Me Out to the Ballgame” as sung by New York-area rock stars.
The spot was mostly shot at the stadium the day before it opened. And the musical cast included Darryl “DMC” McDaniels, en route to a plane to Cleveland for his induction into the Rock ’n’ Roll Hall of Fame; Bronx native and Yankees fanatic Ace Frehley of Kiss; Scott Ian of Anthrax; Little Steven Van Zant; the Bacon Brothers (Kevin and Michael); the Dictators’ Handsome Dick Manitoba, another Bronx-bred Bombers fan; and Bernie Williams, the retired Yankees star — and hot-shot guitarist — now making his own promising play for rock stardom.
In addition to the scoreboard, the spot will be aired on the TV systems at both the Yankee Stadium and Times Square cafes.
Ellas McDaniel is one of the handful of guys who invented the thing we now call rock ’n’ roll. If there’s a band in creation that hasn’t played his enduring beat, we’ve never heard of them. And with his cowboy hat, custom box guitar and sexually insinuating lyrics, he also helped invent the persona of the rock ’n’ roll badass. So it was only appropriate that, when Bo Diddley headed off to rock ’n’ roll heaven two weeks ago, Hard Rock, which owns so much of his stuff (including his first, homemade guitar, pictured above), put out a tribute ad. This is it, conceived and created by D/C.