White Sox Launching TV Campaign Wednesday In English, Spanish

Click Here To Watch "Sodfather"

The White Sox tomorrow will debut their '09 television ad campaign with five separate spots, including the team's "first-ever television work for the Hispanic market," according to Lewis Lazare of the CHICAGO SUN-TIMES. The White Sox' ad agency Energy BBDO, Chicago, created the three English-language ads, while Mas Communications, Chicago, handled the Spanish ads. The tag line for the English campaign is "There Are Traditions and There Are White Sox Traditions," while the tag line for the Hispanic work is "Comparte La Tradicion," which translates to "share the tradition." The White Sox' "so-called 'Sodfather' is one of the most surprising and fun stars" of the new ad campaign. In the spot, viewers "see White Sox groundskeeper Roger Bossard carefully tending the turf on the baseball playing field." As Bossard, a "third-generation groundskeeper" finishes describing what he is doing, "another groundskeeper comes up and says he's finished his job and is going to leave." As the other groundskeeper "turns to go, Bossard clears his throat -- which becomes the cue for the guy to turn around, kneel and kiss Bossard's ring just so." It is a "genuinely amusing finale." Another TV spot features White Sox C A.J. Pierzynski, "who turns in another amusing bit about the extremes he goes to on game day to prepare for left-handed pitchers" (CHICAGO SUN-TIMES, 3/31).

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