New York Life Insurance Company has come up with a context-sensitive Major League Baseball advertising campaign to supplement its existing television ad campaign.

New York Life, New York, will deploy the campaign, which uses a new message display feature, during Boston Red Sox, Detroit Tigers, Kansas City Royals, New York Mets, Philadelphia Phillies, and San Francisco Giants games.

When, for example, a player is safe at home base, the screen will show the message “Safe At Home,” then show the message “Safe And Secure,” and then show the New York Life logo.

The messages will appear during 100 games for the Royals, Tigers, Red Sox and Phillies, 89 games for the New York Mets, and 55 games for the San Francisco Giants.

Targetcast tcm Inc., New York, set up the campaign.