pyper paul + kenney UNITE AND TAKE OVER

An infectious rock tune that has permeated Tampa Bay Devil Rays commercials and broadcasts this season could eventually become a local hit on radio, depending largely on how well the team plays.

Pyper Paul + Kenney, agency of record for the Raysí ongoing turnaround effort, introduced the song "Higher (We Come to Play)" during the preseason with the full 4-minute version played on local radio stations as part of the Opening Day festivities April 10.

The team theme, penned by Tim Fowler of Tampa-based Sound Asylum Inc., takes part of its lyrics from prior remarks by Rays President Matt Silverman and is intended to be inspiring and motivational to Rays fans and players alike.

"It has gotten a lot of attention from our media partners on the radio side," said Paul Daigle, PP+K President. "Provided the Rays keep winning, the song could become a rallying point for Bay area sports," Daigle said.

"There's precedent.  The 1985 Chicago Bears had the "Super Bowl Shuffle," and there was the Lightning's "Win the Cup" in 2004.

"Higher" can be heard on the agency's web site, www.pyperpaul.com.