When Vladimir Guerrero Jr. steps up to the plate this season, you better brace yourself—Toronto’s about to feel it. In a cinematic new spot celebrating Opening Day, the Toronto Blue Jays take fans on an emotional and literal ride with “Blue Jays Effect,” a thunderous ode to fandom, anticipation, and the impact of one swing.
Directed by Kevin Foley and developed by New York creative shop, Tall Poppy, the campaign is a bold and lyrical departure from typical baseball ads, and serves as a rally cry under the new team tagline: “Lights up. Let’s go.”
Cue the Shirley Bassey
Set to her soaring 1967 version of “That’s Life,” the ad ripples between in-stadium action and real-world reverberations—shaking houses, shattering glass, rattling dinner tables—as players send baseballs screaming into the stratosphere. It’s not just a home run. It’s a seismic event.
“What happens in here is felt by us all out there,” the narrator declares, over visuals that blur the line between sports and poetry. Watch below:
From Dugout to Director’s Chair
Foley, who once played college ball and snagged gold at the 1997 Canada Games, brings a deeply personal lens to the spot. He’s no stranger to the sports world, having helmed campaigns for the IOC, NHL, Maple Leafs, Tiger Woods, and even snagged a Sports Emmy nomination for his doc Never Say Die about Jason Day.
“This is a film for the fans,” Foley said. “It captures the connective tissue between in-stadium moments and the experience of watching from your couch. Baseball is about anticipation. There’s magic in knowing you might witness something historic every time you watch.”
Legacy in Every Frame
The spot manages to feel both modern and nostalgic—like a vintage baseball card brought to life in 4K. From the rich visual tones to the crack of the bat echoing across neighborhoods, it taps into the mythology of the game while setting the tone for a new season.
As fans fill Rogers Centre with thunderous energy, “Blue Jays Effect” reminds us that in baseball, every swing carries weight—and every ripple tells a story.
Directed by Kevin Foley, produced by Scouts Honour, and powered by the vision of Tall Poppy co-founders Alex Little and Karsten Jurkschat, the campaign sets the tone for a season that’s already swinging for the fences.
CREDITS:
BRAND: Toronto Blue Jays
AGENCY: Tall Poppy
- Co-Founder: Alex Little
- Co-Founder: Karsten Jurkschat
PRODUCTION COMPANY: Scouts Honour
- Director: Kevin Foley
- DOP (Toronto): Christopher Lew
- 2nd Unit (Toronto) – Vinit Borrison
- DP (Florida): Mark Zibert + Eric Kaskens
- DP (Florida): James Arthurs
- 1st AD (Toronto): Bruno Louza
- EP/Producer: Rita Popielak + Simon Dragland
- PD: David Dennis
- Creative Research: Tricia Zaremba
- Wardrobe: Sheri Monk
- PM: Brady MacIsaa
- HMU: Cathyann Cuthbert
CASTING: Jigsaw
EDIT: Nimiopere
- Editor: Graham Chisholm
- Assistant Editor: Jack Considine
COLOR: Alter Ego
Wade Odlum: Senior Colorist
VFX / FINISHING: Tantrum Studio
AUDIO: Six Degrees
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