The Daley Show: Chicago Mayor Makes Cameo Latest White Sox Ad

Mayor Daley Makes Appearance In Latest White Sox TV Spot

The White Sox have debuted the final TV spot of their "Share the Passion. Show the Swagger" campaign in which White Sox C A.J. Pierzynski receives messages while at bat from third base coach Jeff Cox, manager Ozzie Guillen and Chicago Mayor Richard Daley. The ad via Energy BBDO, Chicago, is titled "A.J.'s Bunt" (White Sox). In Chicago, Lewis Lazare reports Daley, who "plays a key role" in the ad, is positioned in his "actual season ticket seat for the filming." In the ad, Daley holds up a sign with "fans cheering all around him," but there was "never any talk about [Daley] mouthing lines." A spokesperson from Daley's office said that the spot marks the "first time Daley has appeared in a commercial that wasn't for political or governmental purposes" (CHICAGO SUN-TIMES, 7/10). In a separate piece, the SUN-TIMES' Lazare writes with this ad being the team's final one for the season, the White Sox "saved their biggest splash for last." Daley's surprise appearance "certainly lends this ad campaign's TV finale a certain cachet, and Pierzynski handles his co-star turn with the expected aplomb." But the campaign as a whole leaves fans "wishing it had demonstrated a little more pizzazz and swagger throughout the season." Lazare grades the campaign a "B" (CHICAGO SUN-TIMES, 7/10).