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Blues Shoot TV Commercial for New Marketing Campaign

by Chris Pinkert / St. Louis Blues
Doug Weight holds flowers and stands in the hot sun for a commercial shoot on Aug. 15, 2007 (Photo by Chris Frome).

Doug Weight is willing to do whatever it takes to get fans back in the building and the Blues back in the playoffs.

Even if it means sporting hockey gear in the blazing hot summer sun.

With temperatures approaching 105 on a Wednesday afternoon in mid August, Weight showed up to shoot a TV commercial to help the Blues launch a new marketing campaign. He sat in the makeup chair, took suggestions from the commercial’s director and rehearsed his lines before stepping out in front of the camera.

Wearing a Blues jersey, hockey gloves and a helmet, Weight had sweat rolling down his face after only three minutes in the sun.

“It was hot, but it’s more about the people working out there,” Weight said, pointing to the camera crew, cue card guys and other staff members associated with putting the commercial together. “The players just come in, get our make up on, get out there and do it. They’ve been working hard.”

The commercial took the majority of a day to shoot and features several Blues players, front office staff and Scottrade Center employees. Together, the players and employees speak to the fans of St. Louis, attempting to woo them to Scottrade Center with romantic pick up lines such as “This is about action, baby, not talk,” and “You deserve the very best, and that’s what you’ll get.”

Weight brings a bouquet of flowers. Barret Jackman tunes a guitar as if to sing a love song. Jamal Mayers just flat out pleads his case.

It’s all part of a plan to show that the Blues want to reconnect with fans and are willing to do anything necessary to put an exciting, top notch product on the ice.

Barret Jackman strums a guitar for the camera during the Blues commercial shoot (Photo by Chris Frome).

“We’re being funny about our approach, wooing St. Louis back to the St. Louis Blues,” said Lisa Kampeter, the Blues’ Director of Advertising and Promotions. “It’s kind of a take on Romeo and Juliet, how Romeo will do anything it takes to get her back. We’re basically doing that with our players and front office.”

The campaign officially kicked off Sunday with a print ad in the St. Louis Post-Dispatch. The television spot aired for the first time Tuesday on Charter Communications. It will be followed with additional print ads, radio spots and more.

David Backes, who hopes to play a big role on the team this season, had his own small part in one of the commercials. It was his first commercial shoot as a professional athlete.

“I only had to do one line over again, so I’ll give myself a passing grade,” he said. “I’m not gonna close the door (on acting) yet, but it’s probably not gonna happen (for a career).”

So Backes will stick to letting his play do all the talking. It is, after all, about action, baby.

“We want to bring this feeling of fun to the fans, along with the belief that we’re turning the page to a different team and a different feeling,” Weight said. “I think you do that by a sense of humor and wooing people back and asking them back. I think that’s what we’re doing.”
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