While “The O.C.” made its second season debut last week, a group of real locals was getting its 15 minutes of fame on ESPN’s reality series, “I’d Do Anything.”
The National Lacrosse League’s Anaheim Storm was on the Nov. 9 episode of the eight-week show. It is set to re-air Nov. 18, 25 and Dec. 7 on ESPN2.
“This will expose indoor lacrosse to ESPN viewers,” said Julie Sediq, media and communications manager for the Arrowhead Pond of Anaheim.
With the National Hockey League season still in limbo, that could give a boost to the Storm’s second season in Anaheim, which begins Jan. 8 at the Pond.
“(The ESPN episode) gives NHL fans the opportunity to see a sport similar to hockey and find out what it’s about,” Sediq said.
“I’d Do Anything” is a little different from typical reality shows. In this version, contestants vie to win the ultimate sports fantasy for one of their friends or loved ones.
Storm players faced contestants who played goalie while a dozen team members practiced drills, first from a firing line and second from run-and-shoot formations.
The catch: contestants had no padding and a regular lacrosse stick instead of standard goalie issue. Lacrosse is played with a hard rubber ball that travels at up to 100 mph.
The winner, Beau Hershberger of Torrance, was playing to fulfill his 12-year-old son’s wish to get pitching lessons from Los Angeles Dodgers closer Eric Gagne.
Team members who took part in the show included Casey Powell and Steve Vallone of Newport Beach; Brad Reppert and Michael Weitz of Huntington Beach; and Brian Kelly of Seal Beach.
“I’d Do Anything” is based on a British show of the same name and is hosted by George Gray, previously of “Weakest Link.”
JWA Ad Redo
Advertising displays at John Wayne Airport are getting a makeover.
The changes come after county Supervisors unanimously voted in September to retain New York-based JCDecaux Airport Inc. as the advertising concession provider for John Wayne Airport.
JCDecaux was selected over FFE Display Services of Las Vegas. Airport officials backed the extension. The contract could be worth up to some $1.7 million if all advertising space is sold, said Steve MacKelvie, JCDecaux’s western regional vice president.
MacKelvie said the company plans to install display boards using new technology that boost advertising opportunities at the airport. The new ad spaces include interactive digital displays and scrolling units that increase the number of advertisements per board.
Installation, expected to be complete by spring, includes a feature that allows airport or Transportation Security Administration officials to override the commercial messages in the event of an emergency. Irvine-based architectural firm LPA Inc. provided consulting on some design elements of the project.
“The display boxes will have Orange County-specific framing,” MacKelvie said.
JCDecaux holds ad sign contracts for 40 airports in North America and had sales of $1.7 billion last year.
Seahawks Sponsor
Orange-based Ameriquest Mortgage Co. has signed on as a sponsor of the National Football League’s Seattle Seahawks.
The sponsorship includes Ameriquest signs and kiosks throughout Qwest Field where fans can register to win free mortgage payments for a year.
The agreement, inked in late October, brings the number of NFL teams sponsored in part by Ameriquest to nine. Other agreements are with the Denver Broncos, Houston Texans, Indianapolis Colts, Minnesota Vikings, New Orleans Saints, New York Jets, San Diego Chargers and San Francisco 49ers.
Ameriquest, one of the nation’s biggest subprime mortgage lenders, earlier this year signed on as the official mortgage company sponsor of the NFL. The lender will sponsor the half-time show at Super Bowl XXXIX, set for Feb. 6 at Alltel Stadium in Jacksonville, Fla.
On the Road
Open Minds, an Irvine-based unit of Rubin Postaer and Associates in Santa Monica, has landed branding, advertising and public relations work for Corte Madera-based Pasha Group.
Pasha, a privately held global logistics and transportation services company, will work with Open Minds to market its new West Coast-to-Hawaii auto shipping service slated to launch early next year.
The twist: Pasha’s new $90 million Pure Car and Truck Carrier will provide drive-on and drive-off service, eliminating the need for container shipping. That’s a plus for those who ship perishables or want to reduce delays due to security inspection.
“This is a new alternative for auto dealers and others who move goods to Hawaii,” said Angelo Ponzi, executive vice president of Open Minds.
Open Minds will be responsible for all aspects of the marketing campaign. It’s the shops first venture into the transportation business.
The value of the contract was not disclosed, but Ponzi said there already are eight people working on the account.
The contract is the eighth won by Open Minds this year. Another deal in the works could be announced before year’s end, Ponzi said.
