Texas Rangers advertising

When I first saw these simple TV spots, they really caught my eye because typical Rangers commercials are basically announcements. So, I decided to find out who made them. Being the Texas Rangers, in DFW, I thought the agency might've been The Richards Group or another local agency. Lo and behold, the AOR (Agency of Record) is Door Number 3 in Austin! Here is what the Creative Director, Prentice Howe, had to say.

For some odd reason this is the first Texas-based agency to have their work featured in the ads showcase.

How in the world did a 20-person agency win the prestigious Texas Rangers account?

Hard work. Seriously. This was the type of account we wanted so we put in the time and energy to get it. I think winning Dallas/Fort Worth Area Tourism helped give us a presence in the area. From there, it was about building relationships, getting in the door and impressing the Rangers organization with our thinking. It was a very competitive review process so we knew we’d need to give it everything we had. We burned more than a few weekends preparing.

Now, a question from a disgruntled Rangers fan (me). How do you think they're going to do this year? World-Series bound?

As the ad agency for the Rangers, we’re not at liberty to comment. But I will tell you this. There’s a Rangers T-ball team in town that’s looking really strong this pre-season. They have a cleanup hitter named Lil’ Grande. Keep your eye on that kid.

What was the inspiration behind the campaign?

Like anything, it begins with a good strategy. Suzanne Kyba (Director of Account Service at Door Number 3) and the team put together a very smart strategy based around people’s insatiable desire for shared experiences. We’re living in a time when people hold their Blackberry more than their kids. With this campaign, we’re offering up the ballpark as a place where – win or lose – people can reconnect and get back to what really matters in life.

I noticed the ads don't show any of the players. Are they going to be in any future work?

Not in the TV, outdoor or print. We’ll have players’ voices in radio spots and we may find a way to weave them into our alt media tactics. Stay tuned.

What's it like working in LA compared to working in Austin (Prentice used to work in LA)? And what's the future for Door Number 3? Stay small or go big?

The differences have more to do with the vibe of the city than anything else. The processes and the minds are very similar. Austin is loaded with people from California, New York and everywhere in between. The creative class chooses location first, job second. Which means if you’re living in a cool city, the talent pool will keep growing and the work will find its way to the national stage.

The future for Door Number 3 is all about growing, getting better and continuing to bring out the personality of every brand we represent. I don’t think we’ll use an employee headcount as a benchmark. We’ll have met our goal when we all have matching PT Cruisers with the Door Number 3 logo airbrushed on the back.