Chicago Tribune Columnist Praises Bulls' Ad Campaign

In a "first for the Bulls, the players are front-and-center in what may go down as the most entertaining local pro advertising campaign since the White Sox introduced 'Good Guys Wear Black' in the early 1990s," according to Jim Kirk of the CHICAGO TRIBUNE. Two TV spots from Chicago-based DiMeo & Co. that broke over the weekend "show a kid in a car with mouth agape in amazement watching a series of billboards" with Bulls players Jalen Rose, Jay Williams and Tyson Chandler. The billboards "suddenly come alive with players dribbling, shooting and otherwise stomping to a pounding back beat." Kirk notes that the ads, which don't use a narrator, end with a phone number for season tickets under the Bulls logo and line — "Larger than life." Kirk: "The only problem with the campaign may be that the Bulls aren't spending more on it — especially in TV. Even while the campaign is clearly a recognition that the front-office is more confident than it has been, it is not increasing its estimated low-seven-digit budget when it probably should" (CHICAGO TRIBUNE, 7/16).