The New York Yankees are kicking off the 2026 season with a one-two creative punch, pairing comedy, driven utility with a more traditional brand anthem.
On the YES side, the YES Network dropped a standout spot starring Larry David alongside longtime play-by-play voice Michael Kay.
The premise is simple and perfectly on-brand for David: even a lifelong Yankees fan can’t figure out how to find the game.
Set between David’s Santa Monica office and a recreated Yankee Stadium broadcast booth in Stamford, the 60-second spot follows his increasingly frantic attempts to locate the game, repeatedly turning to Kay for help. Kay, equal parts amused and exhausted, ultimately saves the day by guiding David to use his voice-activated remote to pull up YES.
Created in-house and directed by Rob Farber of MyMan, the spot does double duty. It celebrates the return of baseball while addressing a very real viewer pain point in today’s fragmented media landscape — where games are split across platforms like streaming, cable, and broadcast. Watch below:
It also reinforces YES’s role as both broadcaster and guide, extending the concept through a dedicated microsite that helps fans track where to watch every Yankees game this season.
At the same time, the Yankees are rolling out a separate campaign, “Wherever We Go, The Jungle Follows,” leaning into the team’s larger-than-life fanbase and cultural gravity.
Where the YES work finds humor in the chaos of modern viewing, the team campaign plays it straight — spotlighting the energy, loyalty, and omnipresence of Yankees fans wherever the team takes the field.
Together, the two efforts reflect a smart balance: one acknowledges the reality of how fans consume the game today, while the other reinforces the timeless pull of the pinstripes.
As Bill Bergofin, YES head of marketing and executive creative director, put it, the goal is simple: entertain the fans, whether that means goosebumps or a good laugh.
CREDITS:
“Larry says YES”
BRAND: YES Network / Gotham Sports App
AGENCY: In-House
PRODUCTION COMPANY: MyMan
Director: Rob Farber
AGENCY PRODUCER: Rogue Producer
EDIT: PS260 NY
COLOR: Nice Shoes NY
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