Chicago White Sox Unveil 2008 Advertising Campaign

03/26/2008, CHICAGO -- The Chicago White Sox today unveiled the team's advertising campaign for the 2008 season. The new campaign is built on the slogan "White Sox Baseball: Share The Passion. Show The Swagger." and features creative spots that play off of fan interaction with team members, and embrace the distinct personalities of players.

Throughout the 2008 season, the White Sox will utilize a variety of different television, radio and print executions that incorporate players and fans communicating with each other. Out-of-home executions for this year's campaign will feature cutting-edge ambient creative that actually allows commuters to interact with the advertising in trains and buses.

"White Sox advertising in 2008 boils down to open communication with fans," said Brooks Boyer, White Sox vice president and chief marketing officer. "As a baseball team in this city, we pride ourselves in how we communicate with fans. 'Share The Passion. Show The Swagger.' is about our recognition of the enthusiasm fans show for the White Sox, and ultimately, the team reciprocating that passion on field this season."

A number of print ads already have appeared since Super Bowl Sunday, including two ads in Sports Illustrated. The most recent ad runs in the April 2 edition of the magazine (hit newsstands on March 26) and features White Sox manager Ozzie Guillen and players Orlando Cabrera, Octavio Dotel, Jermaine Dye, Paul Konerko, Nick Swisher and Jim Thome. Two new television spots featuring Konerko, Swisher and pitcher Javier Vazquez will begin running on local stations starting Monday, March 31.

"By using signs as 'dialogue' in actual game photos and footage we have created a campaign that appeals to both the casual and hard-core fan," said Jim Hyman, group creative director at Energy BBDO (Chicago), the Chicago White Sox advertising agency of record. "The casual fan will appreciate the humor in seeing players using signs to converse during a real game and the hard-core fans will appreciate the way each player's personality is reflected in his fan interaction."

The campaign's out-of-home executions will begin running the week of April 7 (White Sox home opener) as CTA brand trains, bus ultra kings, bulletins and Metra station kings.

Source: MLB

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