Kevin Foley Lights Up the Blue Jays' Opening Day

When Blue Jays sluggers step up to the plate at their home in Rogers Centre on opening day, Toronto will know about it. “What happens in here, is felt by us all out there,” says the narrator of a new spot for the team directed by Kevin Foley, who is represented for commercial work by Supply & Demand. “The bigger the hit, the bigger the ripple,” the voiceover continues over a montage of explosive images of windows breaking, houses shaking and buckling and plates smashing as players, including legendary first baseman Vladimir Guerrro Jr., belt the cowhide out of the park. Not your typical baseball commercial, the new Blue Jays spot is a dynamic tone poem, a lyrical ode to the team and its legions of fans that brings to life the team’s new tagline: “Lights up. Let’s go.” On the soundtrack, Shirley Bassey belts out her iconic 1967 version of “That’s Life.”

“This is a film for the fans. It captures the connective tissue between in-stadium moments and watching games while sitting on your couch,” said Foley, who collaborated with the team and creative shop Tall Poppy on the brief for the spot. “The idea is to bring more character to the game and demonstrate why fans show up at the stadium. Baseball has that thing that it does, it’s called anticipation. It does anticipation better than any other sport. You go to a game and you may see something that’s never been seen before, like a shortstop turning an unassisted triple play or Vladdy walking it off, throwing his bat twenty feet in the air in celebration.”

Foley is no outsider to the game. He played college baseball at the University of Pittsburgh and won a gold medal in the Canada games in 1997. He has directed commercials featuring almost every sport, from Olympic launch films for the IOC to hockey spots for the NHL and the Maple Leafs, and golf campaigns with Tiger Woods. Foley’s documentary film Never Say Die about #1 ranked golfer Jason Day, earned a Sports Emmy nomination in the “Outstanding Short Sports” category. His films include collaborations with Kevin Hart, Ryan Reynolds and Usain Bolt as well as global brands such as Mercedes, IOC, VRBO, NHL, Netflix, Red Bull, Adidas, NBC and HBO. His work has been recognized by the Ad-Age/A-List, D&AD awards, ADC Awards, The One Show, LIA, Shots, Webby’s, Clios, Andy’s and Fast Company’s “World Changing Ideas.”

“Originality is the key to this spot,” said Foley. “That’s what we’re always searching for, aren’t we? Something that is fresh and captures the nuances of a game. that we all connect with as fans. And although this is a film for 2025, there is a nostalgic factor at work too, from the song to the rich tones of the images. Baseball’s got a long history. I think it’s important to recognize that, and I believe we were able to tap into the legacy of the game in this film.”

Production Credits

Client: Toronto Blue Jays
Creative Studio: Tall Poppy 
Tall Poppy Co-Founder: Alex Little 
Tall Poppy Co-Founder: Karsten Jurkschat 

Production Co: Scouts Honour
Director: Kevin Foley
DOP (Toronto): Christopher Lew 
2nd Unit (Toronto) – Vinit Borrison 
DP (Florida):  Mark Zibert + Eric Kaskens
DP (Florida): James Arthurs 
1st AD (Toronto): Bruno Louza 
EP/Producer: Rita Popielak + Simon Dragland 
PD: David Dennis 
Creative Research: Tricia Zaremba 
Wardrobe: Sheri Monk
PM: Brady MacIsaa
HMU: Cathyann Cuthbert 
Casting: Jigsaw
Edit House: Nimiopere 
Editor: Graham Chisholm 
Assistant Editor: Jack Considine 
Colour: Alter Ego
Wade Odlum: Senior Colourist 
VFX / Finishing: Tantrum Studio 
Audio House: Six Degrees