I just heard a horrible commercial on the radio. The spot was for Cedarwood Country Club and was completely focused on their golf course. Their copy (the script) was compelling enough but their music was just a ridiculous choice. To sell golf, they chose one of the most recognized songs in baseball. Huh?
After Take Me Out To The Ball Game and Centerfield by John Fogerty, one of the most distinct and unmistakable baseball songs ever is Gathering Crowds by John Scott. You’ve probably never heard of that song by name before because it’s far better known as the theme music from the television show “This Week In Baseball” which has aired nationwide every Saturday morning (during baseball season) since 1974.
Gathering Crowds is instantly identified with Major League Baseball by even the most casual of fans, yet this country club was using it as the background music for their golf-focused radio commercial. It’s difficult to effectively sell one sport when you’re identifying your product with a completely different sport.
