This season, the Chicago White Sox have one soul focus - The Win. And with this singular vision, the 2010 advertising campaign speaks to the spirit of the team and exudes their unique point of view. It's not about the accolades, the spotlight or even the name on the jersey; just the win. It's that simple. In short, there are no gray areas.
The Chicago White Sox advertising team collaborated with advertising agency Energy BBDO to create this campaign concept. As this direction embodies the White Sox mentality, the team really looks forward to the campaign resonating with fans. White Sox fans have this same straight forward attitude, and they love the players for what they bring to the field - determination and no nonsense baseball.
Production of the 2010 advertising campaign began in January at U.S. Cellular Field with the pre-season television, radio and print ads. The executions speak to a devoted team that hits the game hard, even in the offseason. The pre-season television spot pans in on a wintery and desolate U.S. Cellular Field, explaining what the Sox are doing at that very moment; that in the off season, when seats are empty and snow blankets the stadium, each player is intensely training at home in preparation for the first game. Radio is also about preparation but bringing it back around to the fans, telling them to get ready. "It's time to get out your Sox jerseys; to dust off your Ozzie bobble heads....It's time, because 25 men on the south side are preparing like mad for the season and just like them, you want everything to be perfect." Print executions took a simple and sleek approach using the illusion of black canvas as the background and white stitched lettering to resemble White Sox baseball caps. The messages featured in each print ad are witty and direct, emphasizing the "black and white" mentality. In pre-season the featured print piece read "Ah, Springtime, When Everything Turns Black."
The campaign development continued during Spring Training at Camelback Ranch in Glendale, AZ and focused on player related spots that portray the dedication for the game and respect for the team that the White Sox players have. In addition to television, radio and print, the campaign will also include viral ads featuring none other than Ozzie Guillen.