David Ortiz Keeps Swinging, Even in Retirement, in JetBlue’s Charming Farewell Ad

Big Papi takes aim at new targets

After 13 years playing for the Boston Red Sox, David Ortiz will retire at the end of the 2016 baseball season. And he's contemplating some unusual plans for his next career. 

In a thank-you ad from Red Sox sponsor JetBlue, the designated hitter and nine-time All Star finds work at different children's birthday parties—whacking the literal stuffing out of their piñatas. 

MullenLowe created the 45-second commercial, which serves its purpose well. Ortiz, aka Big Papi, creams each papier mâché animal with a single swing as kids and parents look on in horror, and candy rains down on distant neighbors. 

It's a fun, simple spot, briskly paced and well acted, with nice little touches. The casual, self-satisfied manner in which he snatches and gobbles a cupcake while swaggering out of an event he's just ruined perfectly sums up the self-deprecating gag about the challenges he's looking forward to taking on next. 

Then again, if he were to wear a blindfold like everyone else, it might be a little harder—even for him.


Client: JetBlue

Agency: MullenLowe


Chief Creative Officer: Mark Wenneker

Executive Creative Directors: Tim Vaccarino, Dave Weist

Creative Directors: Amy Ferguson, Julia Neumann

Copywriter: Chris Gilbert

Art Director: Dan Pappas


Execkutive Director of Integrated Production: Liza Near

Director of Broadcast Production: Zeke Bowman

Producer: Matt Polski

Senior Digital Producer: Louise Lloyd Owen

Production Supervisor: Kristine Ring-Janicki

Senior Art Producer: Jessica Manning

Senior Production Artist: Julie Sforza

Project Manager: Christina Gratton

Senior Business Affairs Manager: Amy Keddy

Account Management

Executive Director: Drayton Martin

Account Director: Molly Bluhm

Account Executive: Beba Rivera


Group Strategy Director: Ellie Gogan-Tilstone

Senior Strategist: Mike Patrick


Senior Vice President, Group Digital Director: Jade Watts

Associate Digital Media Supervisor: Tracy Barahona

Associate Media Director: Kelly McGowan

Digital Media Supervisor: Shoshana Levine

Senior Media Planner: Lauren Meyers

PR, Social

Senior Vice President, PR Account Director: Jaclyn Ruelle

PR Account Supervisor: Brittany Topham

PR Assistant Account Executives: Kelsey Labrot, Meg Weldon

Production Company: Arts & Sciences

Director: Matt Aselton

Executive Producer: Marc Marrie

Producer: Zoe Odlum

Editing: MackCut

Editor: Ian Mackenzie

Assistant Editor: Mike Leuis

Executive Producer: Sasha Hirschfeld

Producer: Sabina-Elease Utley

Color: Company 3

Colorist: Tom Poole

Animation, Graphics: Method

Executive Producer: Angela Lupo

Visual Effects Producer: Matthew Engel

Sound Design, Mixing: MackCut

Mixer: Sam Shaffer

Music: Storefront Music

@GabrielBeltrone gabriel.beltrone@gmail.com Gabriel Beltrone is a frequent contributor to Adweek.
Publish date: June 7, 2016 https://dev.adweek.com/creativity/david-ortiz-keeps-swinging-even-retirement-jetblues-charming-farewell-ad-171849/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT