Bears To Unveil New Brand Campaign Over Bond With City, Fans

Bears To Debut "One City. One Team" Brand Campaign This Weekend

The Bears Saturday will unveil "One City. One Team," a new brand campaign, via Two by Four, Chicago, that is "designed to make a bold statement about the team's bond with the city and -- most important -- the fans who have stood by the team through some disappointing seasons," according to Lewis Lazare of the CHICAGO SUN-TIMES. Three TV spots for the campaign are "OK. Not great." An ad called "Flags" indicates that the city "may be divided over baseball, but everyone gets behind the Bears." The "weakest link" of the TV spots is "Walter," which "'silently' talks about how legends in football, like [former NFLer] Sid Luckman, inevitably live on." The ad "feels limp and generic." But the "best part" of the Bears' new campaign is the "brawny outdoor work that has fun with the toughness of the city, the Bears and their fans." Lazare writes "one favorite execution is a billboard with images of fans wrapped in their winterwear juxtaposed with an action shot of a tackle being made in the snow." The ad reads, "We don't shiver. Our teeth clap." Bears LB Brian Urlacher also "appears in several outdoor executions." Lazare gives the campaign a "B" (CHICAGO SUN-TIMES, 8/14).