MLB Puts Adam Devine in the Game to Pitch Its Summer Campaign

Adam Devine is crashing the big leagues... kind of.

In Major League Baseball’s (MLB) latest brand campaign, the actor and comedian reacts in real-time to plays by some of the sport’s biggest stars, getting digitally dropped into game footage in a way that’s both absurd and awe-struck.

Developed with agency Good Sports Creative, “You Seeing This? Baseball Is Something Else” is the latest evolution of MLB’s brand work.

The campaign features 30- and 15-second spots that air across broadcast, digital, and social, with Devine physically inserted into highlight reels featuring names like:

• Shohei Ohtani
• Aaron Judge
• Julio Rodríguez
• Paul Skenes
• Bobby Witt Jr.
• Fernando Tatis Jr.

In a statement, MLB says the creative direction reflects how "superhuman” the athletes' talent has become, especially over a grueling 162-game season.

But it also serves as a new take on celebrity marketing, one that puts the personality in the game rather than just talking about it from a press box.

“I’ve always loved watching baseball at home, but there’s nothing like seeing a game up close,” Devine said.

“So when MLB asked if I wanted to be part of the action for this campaign, it was a no-brainer!”

The campaign was launched on July 3 and made its TV debut during the Guardians-Cubs game on ESPN.

Beyond broadcast, the content rolls out across MLB.com, MLB.TV, MLB Network, and the league’s social channels on Instagram, Facebook, TikTok, and YouTube.

A Comedic Call-Up

Each spot centers on Devine reacting to real footage of major league moments, digitally inserted to appear like he’s standing beside the players themselves.

The charm of the campaign lies in how it leans into Devine’s off-the-cuff humor while still highlighting the everyday spectacle of the sport.

Whether it’s ducking from a missile-speed line drive or popping up behind home plate, his reactions play up just how unreal the athleticism has become.

It's part comedy, part highlight reel, with the “Workaholics” and “Pitch Perfect” actor improvising his way through each scenario.

Our Take: Is Comedy the Answer to Sports Marketing?

Overall, the campaign aims to keep fans engaged throughout the summer, especially during a key window for viewership spikes leading into the All-Star break.

What I liked about the campaign is how it uses Devine's genuine admiration for the athletes.

And instead of trying to make him the hero of the spot, they made him the fan. 

Putting him in jaw-dropping plays and alongside the action allowed MLB to turn everyday highlights into larger-than-life moments.

The concept isn’t complicated, but it’s sticky, and it gets at something deeper, and that's the amazement casual fans feel every time they realize what pros are really capable of.

Recently, Barclays launched a new spot starring Francis Tiafoe in light of Wimbledon.