Steakhouse chain Sizzler has unveiled its latest campaign, featuring a five-minute-long mockumentary starring MLB Hall of Famer Randy Johnson.
In the main campaign spot, "Hungry for the Win," Johnson is the coach of The River Dogs, an adorably sad little league team from Simi Valley that has never won a single game.
Johnson's appearance was first teased in an epic trailer posted to social media, where the athlete hilariously announced his return.
The film's premise hinges on Sizzler's historic status as a place where people go to celebrate wins.
It marks a rare appearance from The Big Unit, who retired in 2010.
"I always thought my comeback would take me back to the Bronx, or the Bay or the Bob, not Simi Valley. But honestly, whether you're in the big leagues or a little one, what matters is winning. But even more honestly, it's how you play the game," Johnson said.
Sizzler's campaign builds on its brand identity as a restaurant to go to to celebrate wins.
Getting a baseball legend known for making players strike out and winning games to star in its latest campaign serves to reinforce this reputation.
On the other hand, the film features a losing little league baseball team for Johnson to coach, rewarding them with a trip to Sizzler to celebrate the small victory of scoring one run — a big improvement for the team.
This endears Sizzler to its audience and augments its identity as a place where not only a big win but every little step that moves toward that win is celebrated.
Winners Go to Sizzler
The short film opens with The River Dogs' Coach Mike, who wishes that his team could get just a win.
In steps the 6'10" lefty flame-thrower Randy Johnson with 303 career wins and 4,875 strikeouts, who immediately gets to work.
"Alright boys and girls. Playtime's over. No more kicking the dirt and picking the grass," he begins, going into a hilariously blunt pep talk.
Following a not-so-epic training montage full of missed swings, terrible pitches, and disappointing runs, the kids begin to improve their game.
Johnson encourages the team, promising that they would get to go to Sizzler if they win. They then put their hands together and erupt into a hopeful chant of "We goin' Sizzler!"
Come game day, The River Dogs are pitted against a terrifying team of future hall-of-famers.
Sadly, despite a remarkable comeback worthy of a feel-good sports movie, they only manage to score one run — which is still cause for celebration.
The spot ends with the kids excitedly running into a Sizzler to enjoy a delicious all-American meal.
To commemorate the campaign, Sizzler is giving customers a free "We Goin' Sizzler" sundae with every meal purchase, served in a limited-edition collectible baseball helmet bowl.
Several baseball-themed campaigns have debuted over the last year, including an ad from Booking.com and the MLB.
Earlier in June, the MLB promoted its London series in a spot starring Rob McElhenney, Chase Utley, and Bryce Harper in an unlikely love triangle.
Editing by Katherine 'Makkie' Maclang
