Goldberg was hired by the Mets a year ago as part of the team’s broader revitalization and outreach efforts under Cohen. Before the Mets, Goldberg worked for American Express and General Electric, where he helped produce a Super Bowl ad.
He said his department was kicking around ideas for the Mets in late December when someone suggested a Super Bowl ad. From his previous experience, Goldberg knew it was very late in the year to buy time slots during the game, since many companies often start the process of producing such a commercial — often among their most important ad buys of the year — nine months in advance. But he checked with Fox and, to his surprise, was told a few slots were still available.
In early January, Goldberg took the idea to Cohen, who signed off immediately.
“He said, ‘Let’s go for it, it could have a big impact,’” Goldberg said.
The ad was shot mostly in Port St. Lucie, Fla., on Jan. 30 with Nimmo, Lindor, Tomás Nido, Luis Guillermo and Mr. Met. Díaz was in New York after receiving the Good Guy award from the New York chapter of the Baseball Writers Association of America at their annual dinner, so his bit was filmed there. Senga videotaped his cameo in Fukuoka, Japan.
The players are shown answering phones and selling tickets, with Díaz, the Mets closer, taking particular joy in closing his deal. Goldberg, who was at the taping in Port St. Lucie, said that while all the players worked to perfect their bits, Nimmo showed particular interest in how the whole process came together.
And of course, Mr. Met attacked the role with one of his typically deep and penetrating performances.
The Mets said their commercial will air as the broadcast transitions from the pregame show to the actual game coverage — around 6 p.m. Eastern — and again at the end of the first quarter.