Wednesday Mar. 27th, 2013
The Chicago Cubs and the fans show their commitment in new TV spots
- Lewis Lazare
- Reporter- Chicago Business Journal
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Ah yes. Let’s hear it for the authentically-colorful lives of totally-committed, diehard Chicago Cubs fans. They’re the ones a new Cubs TV ad campaign from Schafer Condon Carter/Chicago is designed to extol.
The first of three new TV spots could break as early as Thursday if the team is successful in securing last-minute air time during the March Madness telecasts. But the new TV campaign will debut no later than April 1, when the 2013 season gets underway.
The new TV commercials with the tagline “Committed” may not satisfy those Cubs supporters who like their advertising messages loud and in your face. Each of the three new TV spots that will be posted today at the Cubs Website spotlights Cubs fans in a way that is more about charm and less about boisterousness.
But in each spot, we learn about some of the true believers and their undying devotion to a baseball team that hasn’t won a World Series in over a century. And rest assured, there will be plenty of very surprised — and thrilled — people in the Cubs kingdom if it were to happen this year.
Alison Miller, Cubs senior director of marketing, said in an interview that the campaign aims to talk about commitment on both sides of the equation. “In these ads, we’re talking about fans’ commitment to the team and the team’s commitment to winning a World Series,” explained Miller.
Miller said she and the SCC ad agency wanted to produce a campaign with a genuinely authentic ring to it. “In these spots, viewers will see real fans telling real stories,” noted Miller.
The most delightful of the new TV spots introduces viewers to two members of the Weiler family — father Adam and son Henry, who at a very tender age apparently found himself living in a house divided.
Adam is a Cubs fan, while Henry’s mother (whom we never see) roots for the Milwaukee Brewers. But Adam realizes late one evening as Henry is singing “Take Me Out To the Ballpark” that he may have finally won over Henry to his side. The kid is adorable, which makes the commercial impossible to resist no matter your take on the Cubs.
Then there’s the spot about Jessi and Jeff Galbraith, a newly-married couple who live in Indianapolis, but love the Cubs. They have surrounded themselves in their first apartment with an array of Cubs-related stuff, including dirt from Wrigley Field, a Cubs trash can and a toaster that produces toast with the Cubs logo.
As the Galbraiths tell us how the Cubs helped them establish a bond that grew into love and then marriage, we learn just how much true passion for the Cubs can meaningfully impact the rest of people’s lives.
The final commercial paints a portrait in words and images of one David Eagan, a nightclub bouncer who lives on Chicago’s south side, where the Chicago White Sox rule the baseball turf. But with the Cubs logo and Ron Santo’s autograph emblazoned on his shaved head, Eagan has, with great effort, survived as a Cubs loyalist. By the time this spot has ended, viewers will have no doubt Eagan is a fully-committed Cubs fan.
Clearly, the powers-that-be within Cubs management are counting on these TV commercials to rev up Cubs fans far and wide and, hopefully, get them out to the ballpark this season. An alarming number of empty seats were visible at many games last year as a poor season wore on and on.
At the very least, these TV commercials will serve as a reminder of what has kept so many Cubs fans stoked up for decades — despite the team’s losing ways.
Miller said additional TV spots coming later in the season will focus on some of the Cubs players and more of the team’s passionate supporters.
View the spots at cubs.com