Question: Looking back on it, do you have any regrets about the ad or would you do it again?

Bloom: Our job is to get the highest possible impact for the lowest possible cost. If you look at the results of that ad - and baseball interest at the time in Toronto was dormant, we were still going into the hockey playoffs, there was a lot to battle there - by the time the smoke cleared, we had our first 50,000-person crowd since 1995 and our highest TV rating in four or five years. It got people back into the Blue Jays.

Q: What can we look for this year in terms of creative?

Bloom: Banana cream pies in the face, seltzer water, the usual things like that (laughs). We changed our tagline from "Baseball North: It's A Different Kind of Game Up Here" to "Baseball North: You've Gotta See These Guys Play."

Q: In the near future, your team will become the lone MLB franchise in Canada. This is good for the Blue Jays because...

Bloom: I don't think it's a good thing for the Blue Jays at all. I think it's bad for Canada and it's unfortunate that it is happening. There have been issues about the stadium [in Montreal], but those issues seem to have been resolved in other markets in creative ways.

Q: I guess I was thinking it might give the Blue Jays the opportunity to become Canada's team. Is that something you'd look to capitalize on from a promotional standpoint?

Bloom: It's not really going to change anything one way or another for us. We're the only American League team [in Canada], so we sort of serve that purpose. Also, 30% of the country lives within an hour or an hour-and-a half drive from Toronto ... and our games are carried nationally.

Q: What career accomplishment are you most proud of?