SBD/July 24, 2014/Franchises

Bears To Roll Out "Bear Down" Campaign, With Slogan Derived From Fight Song

The Bears' "marketing mantra" for the '14 season will be "Bear Down," as the team's longtime agency Two By Four, Chicago, is "in the final stages of completing a new ad campaign," according to Lewis Lazare of the CHICAGO BUSINESS JOURNAL. Variations on a "Monsters of the Midway" theme, which had "predominated in Bears advertising for the past couple of seasons," are being "scrapped in favor of a new campaign that plays off the title of the familiar Bears fight song 'Bear Down, Chicago Bears.'" The "centerpiece of the new ad campaign" will be a 30-second TV commercial featuring footage of Chicagoans "mouthing the familiar 'Bear Down' line." A different 45-second video featuring Bears season-ticket holders will "air in Soldier Field on game days." New "outdoor executions also will feature the 'Bear Down' theme" (, 7/23).
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