I write ads for a living. As an ad guy, I have very filtered views on advertising. Like almost any other creative, I think most advertising sucks. Unless I had something to do with it or know the people involved who did, in which case I could see why you think it sucks but will tell you why it’s actually pretty good. There are exceptions. I absolutely adore the people who were the creatives behind the AT&T ads with the kids and those ads make me want to poke my eyes out with a spork.
Which brings us to the Cubs, who unveiled their new ad campaign slogan “Committed” this week. Naturally it got panned. There was a rush to pan it. Shouldn’t every team be committed to winning? Yeah you SHOULD be committed and the like. But I find myself not turned off by the Committed campaign. I actually think it works.
Cub fans, by far, offer the most diverse fan base in terms of involvement with the team. They certainly have the most ‘casual’ fans. They hAve die hards. They have the fans that think Wrigley is a giant beer garden occasionally have baseball. They have a little old lady fan quotient that’s been rooting for the Cubs since Truman was in office and refers to the club’s players as “her boys”. It’s hard to find an umbrella that can speak to all these types of fans. “Committed” conceivably could.
Now the first ad I saw where a guy has a Cub tattoo on his head and the headline says something about “not all Cub fans wear their heart on their sleeve”- that doesn’t inspire much confidence. If this campaign is played just for laughs, this could be groan worthy in a hurry. But if Schafer Condon ( the agency that created the campaign) and the Cubs can somehow marry the halfwit with the tattoo on his head, Theo Epstein revolutionizing the front office, Soriano being committed by icing his knees two hours before and after every game, and the fan who still wears his Rob Dernier jersey, this has the makings of something.
I always appreciated the White Sox advertising. Say what you will about “All in” “Good guys wear Black” and “The kids can play”, I remember each of them. And I associate them with the Sox. That’s what advertising should do. of course, it hasn’t really helped put fannies in the seats over there at 35th and Bill Veeck way now has it?
Hopefully “Committed” grows into something cool. And the “Committed” jokes will go away faster than the idea that Chris Volstad could be a good pitcher. The best advertising, of course, is winning. Nobody is hammering “One Goal” with the Blackhawks playing out of their minds now are they? Until then, we have a slogan “committed”. As a person who is committed to the Cubs, I think it can work. And hope it does.
Otherwise, like most advertising, it will just suck.
I’ve had a toe in the water about the World Baseball classic. It’s hard to get behind games where the pitchers have such strict pitching limits. Still, I find myself watching and rooting for Rizzo, and the US team, and even Carlos Zambrano. Hopefully I jump in with both feet once we get out of group stage.
By the way, my favorite baseball campaign for the Seattle Mariners with the tagline “thank god the people play baseball” and featured Randy Johnson as a knife thrower and Jay Buhner as a stand up comedian. I bring up Jay Buhner only as an excuse to look at his one more time.
I haven’t watched too much Cubs pre-season baseball. But when I do here’s what generally happens. I tune in and something cool happens. I say to myself “OK, Spring training appears to be going pretty well.” and turn off the computer. I check back in and the Cubs have given up 8 runs. Like Javier Baez hitting his first home run yesterday. Yay…. then Brooks Raley happened.
Speaking of Committed, as most of you know, my brother runs and writes “The Committed Indian”, your first stop about all things Chicago Blackhawks. Well, he’s taken on the challenge of doing a Cubs newsletter this summer. It’s called “the Ivy Drip”. Will have more details as we get closer to baseball season. But if you enjoy the Indian, you should enjoy the Drip.
I read Phil Rogers now almost exclusively to see if Marcel clowns him in the comment section.
Am I really going to fall for the notion that Ian Stewart is going to return to a 20-25 HR hitting third sacker ( albeit one that hits .202) with good defense or do I simply have nothing better to do?
Woke up to my favorite song about Sunday, ‘Kris Kristofferson’s “Sunday Morning Coming down” today. If you’re ever at Chris’ Billiards on Milwaukee ave. and hear a crazy old man singing that song as he’s shooting pool…..that’s my dad.
I can’t decide if this dude thinks the Cubs are going to lose 120 games. Or he just wants them too so badly that he’s trying to convince himself that they will. Anyway, judge for yourself.
My Art director has been playing Dylan over and over again. And since I think it’s one of the best albums ever made, today’s Sunday album is “Blonde on Blonde”
Patrick Mooney is the best thing Comcast Chicago has. He wrote a cool article on Dale Sveum this week.
By the way, who won the bunt tournament?
Maybe I’ll write a wrap of the first three innings of a Cub game this week. Then stretch myself out to 6 next week.
Gotta get ready for the season.
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