Bears, Blackhawks Partnering On Rare Joint Ad Campaign

Blackhawks' Jonathan Toews (l) And Bears' Jay Cutler Film Spot For New Ad Campaign

The Blackhawks and Bears have formed a marketing partnership and will team for five cross-promotional ads that will debut this fall. The spots will emphasize the relationship between the clubs and the city of Chicago and will feature stars from both teams, including the Blackhawks’ Patrick Kane and Jonathan Toews and the Bears’ Jay Cutler and Devin Hester (Blackhawks). In Chicago, Phil Rosenthal notes the "Crosstown Supporters" campaign, via Blackhawks agency Ogilvy & Mather, Chicago, is separate from each team's individual ad efforts. The Blackhawks, who "paid to produce the ads," will buy time and place the spots, while the Bears "donate airtime on programs they own." Rosenthal notes the "genesis of the campaign" comes from an NHL owners meeting in May, when someone noted that 92% of NHL fans also are NFL fans. Bears Senior Dir of Sales & Marketing Chris Hibbs said, "I'll give credit to the Blackhawks. They approached us. They were very candid in saying: 'We need a way to reach a whole bunch of our core fans. ... If we take on a lot of the risks and costs, are you guys up for it?' That was a different concept for us." Blackhawks Senior VP/Business Operations Jay Blunk: "The Blackhawks are an up-and-coming brand, on the move. But the Chicago Bears are an iconic international brand. ... We were very fortunate the Bears allowed us to do this." Hibbs said that the Bears "probably wouldn't have if the Blackhawks hadn't made the marketing strides they have in the last few years." He added, "This was a chance to get some of our guys out from under their helmets" (CHICAGO TRIBUNE, 10/14).

GOING ALL OUT: In Chicago, Lewis Lazare notes CSN Chicago tonight will unveil a new ad campaign with commercials that spotlight the net's "on-air talent and show several of them going to extraordinarily amusing lengths -- '24/7' -- to allow fans to enjoy watching their favorite local pro sports teams." The campaign's tag line is "Super Friend," representing an "evolution of the 'Fan's Best Friend' ad effort" that CSN Chicago first introduced in '07 (CHICAGO SUN-TIMES, 10/14).