New ad from Aura to mark taking over naming rights @ Pavilion Level in Fenway Park

Ads, Creativity

Aura – the newest sponsor of the Boston Red Sox as the team’s official “Family Online Safety Partner” – is taking over naming rights of Fenway Park’s Pavilion Level and encouraging consumers to protect everything their family does online. To mark the occasion, just in time for the Red Sox Home Opener on April 9, Aura is launching a new commercial as part of their “What are the Odds” brand campaign, featuring scenes shot around Fenway and voiceover narration from Aura board member, investor and brand advocate, Robert Downey Jr.

Led by creative agency partner GYK Antler and co-produced by Big Brick Productions and Windy Films, the new :30 spot highlights the odds of relatable, yet unlikely, things happening in Fenway that people might worry about, like:

  • The odds of a foul ball knocking over your perfectly balanced tray of nachos? (Astronomical.) 
  • The odds of a rain delay on your first-ever father-son trip to Fenway? (Mind-boggling.)

The commercial was designed to remind people that they shouldn’t let worrying about the unlikely get in the way of protecting their families from the likely … like falling victim to online crime – something that happens to one in four consumers. 

“The Odds at Fenway” will also tie in with an out-of-home series around Fenway Park, designed in partnership with the Aura in-house creative team, touting Aura as the new Official Family Online Safety Partner of the Boston Red Sox.

The “What are the Odds” campaign was first launched by Arnold Worldwide in October 2023 to raise awareness of Aura and their all-in-one protection from scams, financial fraud, and online predators.

Howard Clabo, Chief Brand and Communications Officer Aura:

“With one in four Americans falling victim to online crime, it’s more important than ever that people be educated on the issue. We’re proud to continue to raise awareness of this epidemic through our presence at Fenway Park and sponsorship of the Boston Red Sox, as the team’s Official Family Online Safety Partner. This new spot reminds us that there are many things we could worry about – but online safety should be top of the list.”


Client: Aura

Agency: GYK Antler

Production: Big Brick Productions and Windy Films

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.