There was "a big risk" in Chicago-based Schafer Condon Carter's first ad campaign for the Cubs, according to Danny Ecker of CRAIN'S CHICAGO BUSINESS. After the team "chose the 'Committed' concept in December out of a half-dozen options, SCC set out to find a handful of the diehards who would be the centerpiece of the project -- taking at least part of the campaign's content out of its hands." SCC Creative Dir Michael Dorich said for most ad pitches, "everything is frame by frame listed when you go into production. It's hard presenting a campaign where you can't say, 'This is what's going to happen in this scene.'" Cubs Senior Marketing Dir Alison Miller said, "The nervousness I had going into it was, you don't know what people are going to say; they're all unscripted." Ecker noted the stories and the lines "that made the final cuts were all pretty much organic." SCC's production team "would serve up questions as a guide, and the fans would just start talking about their personal relationship with the Cubs." The Cubs and SCC said that they "wanted the group to represent the diverse makeup of the team's fan base but also that the quality of the stories trumped just finding a demographic mix" (CHICAGOBUSINESS.com, 4/1).
