Fans asked to 'Bring It': Team unveils its slogan, ads

They're not going to ask.

Just bring it.

After three seasons of grinding together a team, the Storm is ready to create a buzz. Popping up on your television screen for the first time will be a Storm commercial. Fluttering from poles and striped along Metro buses around the city will be banners conveying one message: Bring It.

"This is the only team in the city that went to the playoffs last season," said Jim Walker, president of the Sedgwick Rd. advertising firm that created the campaign. "They aren't going to say, 'Please come watch us because we try really hard.' This is a good team and they have a challenge for the city to also bring it."

The Storm unveiled its commercial yesterday. Titled "The advantages of being Sue Bird," the spot translates her All-Star talent to everyday life.

Shown lounging in her Storm jersey, Bird flings laundry into the wash, showing off her 91 percent free-throw shooting. Those ESPY, Naismith, and Wade trophies? Bird shows how they make a great meat tenderizer or hammer. And her teammates are always great to have at bars.

"I used to play a little ball in junior high myself," a guy says as a pickup line.

"That's nice, see ya!" Bird responds with a smile. As the suitor tries to follow, in comes center Simone Edwards and forward Amanda Lassiter to set a pick for Bird's escape.

The spot ends with the "best" advantage of all, playing point guard during the Storm's breakout season.

"It helps you get a feel for me, our team and the WNBA," said Bird, who is also in ads for the league and American Express. "I like it because it's realistic in a way. Especially like at the bar, there's a lot of realism in that."

The Storm budgeted $500,000 for marketing this season. Advertising, a big chunk of the cost, even increased 20 percent from last season. The Storm hopes the commercial, two radio spots featuring Bird and All-Star Lauren Jackson, and outdoor marketing help attract its target demographic — women, families and sports fans. The team's average attendance was third worst in the 16-team league last season (6,986).

Signs are already hanging around Tini Bigs, a bar in lower Queen Anne, and the commercial will air during shows such as Oprah, "Saturday Night Live" and on ESPN.

The Storm aims to have 900 new season-ticket holders committed in time for its home opener May 30 at KeyArena. The team says it has 807 to date, bringing the total season-ticket count to 2,028.

"This is new ground for us," said Karen Bryant, vice president of team operations. "For the first time we had time to think about a plan. We were very strategic, so if you're a woman or family interested in sports you'll find it. It's going to seem like (the Storm) is everywhere."

The Storm commercial is in stark contrast to the league ads.

In its second season of the "This is Who I Am" campaign, the WNBA still needs a "Hello my name is" sticker. In its commercial, which has been airing during the NBA playoffs, the players aren't identified. But most, like Los Angeles' Lisa Leslie and Houston's Sheryl Swoopes, are recognizable to casual fans.

Subliminal basketball scenes are spliced between shots of Sacramento guard Ticha Penicheiro dressed in a tight, black-leather jumpsuit giving the camera pouty gazes. Or the 6-foot-5 Leslie walking a catwalk in an elegant camel-colored evening dress. And Bird arching her back in a pink sports bra while staring the camera down.

The players are given lines such as, "I'm not as sweet as you think" and "I'm responsible because I know my son is watching" in efforts to show the totality of the athlete.

"These are universal traits that we're trying to relate," said Teri Schindler, vice president of WNBA broadcasting. "You don't have to ever have picked up a basketball as a woman to understand those qualities."

When explained by Bird, the commercials make sense. The league took a piece of each player's personality and personified it. Bird is relaxed, so she's chilling on a hammock. Detroit guard Swin Cash is from a steel town in Pennsylvania, so the overalls, construction-hat and sports-bra look meshes.

But there's no explainer with the commercials. And the glossy outcome makes it seem as if the league is trying to look a little more sexy in hopes of attracting more men. Last season, 53 percent of the demographic was male, while fans under the age of 17 and over the age of 55 were the largest. Still, attendance, despite expansion, has dropped 11 percent since the inaugural season in 1997.

"There are pros and cons to their commercial," Storm forward Adia Barnes said. "I don't think there's anything wrong with being sexy or feminine, but that's not what it's all about. The focus should still be basketball. But they want the male audience and guys want to see sexy, pretty women."

In the past, the WNBA simply focused on basketball with campaigns such as "We Got Next" in 1997, "Join In" in 1998 and "We Got Game" from 1999-2001.

The Storm and WNBA commercials do show an evolution in marketing strategies. Instead of conveying a message that players are waiting their turn, this season they are going ahead with their thing and everyone else can catch up.

So, are you ready to bring it?

Jayda Evans: 206-464-2067 or jevans@seattletimes.com