• Client: Chicago White Sox
• Agency: Hoffman York, Chicago
• Principals: For the ChiSox: Brooks Boyer, vice president of marketing, and Amy Kress, marketing director. For Hoffman York: Tom Reilly, creative director, and Tony Bonilla, art director.
• Media buy: Local game telecasts, in stadium and some local news
• Summary: Think it’s tough being a Chicago Cubs fan? Try rooting for the crosstown White Sox, who somehow aren’t as endearing when they lose. This campaign attempts to set the record straight with comparisons that never mention the dreaded C-word (Cubs). Examples: “THEY: Lovable even when they lose. WE: Hate losing.” “THEY: Believe they’re cursed. WE: Agree.” “THEY: Champions in 1908. WE: Champions as recently as 1917.” And the capper? “THEY: Need tickets? See a broker. WE: Call 866 SOXGAME.” All of this is set to the 1812 Overture, to emphasize the shots being fired.
• Grades:
B+ for creative: Effective but sparse, bordering on minimalist, which is not surprising since the ad had its genesis as a print campaign. Certainly, the only ad for a baseball team that we have ever seen devoid of players and/or game action.
A for use of sports as a marketing vehicle: This gets to the heart of matter: Cubs are cute, but winning ain’t bad either, and the White Sox have tickets available. However, given the media buy, we wonder if they aren’t preaching to the converted.
Sports Sports is a monthly feature of SportsBusiness Journal. Please forward VHS tapes of recent TV ads for sports brands or brands using sports as a marketing platform to Terry Lefton, SportsBusiness Journal, 750 Third Ave., Third Floor, New York, NY 10017.
