While the RemDawg's air guitar gently weeps

Jerry Remy, the Red Sox color analyst on NESN, reprises his air-guitar star turn in a new TV ad for Sovereign Bank.

The ad is the latest in a campaign that features Remy and promotes Sovereign as "America's neighborhood bank." The campaign was created by Boston ad agency Partners + Simons.

This particular ad was inspired by some Remy antics from the 2007 baseball season.

Just about a year ago, Remy was vamping on air guitar during a game's commercial break when he lost his balance and stumbled, causing much mirth and merriment among his NESN colleagues.

NESN - a.k.a. New England Sports Network - quickly aired an instant replay of Remy's Keith Richards impersonation - or should we say, "RemDawg being RemDawg." The un-fancy footwork footage can be viewed on Youtube.com, the video-sharing website, by clicking here. Remy could turn a mean double-play in his days as a Red Sox infielder, and he was fleet of foot on the base paths, but if the air-guitar video is any guide, his duck-walk and sideways shimmy seemed to be in need of a bit of tweaking. (He's in much better air-guitar form in the new Sovereign TV ad. Maybe he's gotten some lessons.)

In an e-mail, a spokesman for Partners + Simons noted that the new Sovereign ad seeks to take "more advantage of Jerry's personality."

Sovereign has a large presence in Massachusetts, where the Remy ad will air. Sovereign is owned by Sovereign Bancorp Inc. of Philadelphia.
(By Chris Reidy, Globe staff)