Marketing agency Two by Four yesterday launched a new brand campaign for the Bears. Ads featuring Bears defensive players such as DE Julius Peppers and LB Brian Urlacher have titles including, “It’s Crueler by the Lake,” “Believe in Monsters” and “Right of No Passage." Meanwhile, QB Jay Cutler and WRs Earl Bennett, Brandon Marshall and Devin Hester are featured in ads under taglines such as “Unfair Catch” and “Here, It’s Never Too Cold to Get Burned." Two by Four created over 16 different outdoor spots that will appear on billboards, Metra rail stations and CTA buses and trains. A “Believe in Monsters” TV spot also was developed with Chicago production firms Cutters and Sol Design FX (Bears). REELCHICAGO.com’s Lewis Lazare noted the campaign uses “an underscoring of macho, pounding rock music,” and features a “fast-paced montage of various Bears team members in action on the field.” There is “no voiceover,” just the “action-filled visuals.” Two by Four ad campaigns in previous seasons for the Bears “have stressed the team’s close connection to the city and the devotion of Bears fans.” But this time around the emphasis "is more on the team’s commanding sense of power” (REELCHICAGO.com, 8/28).
