Chicago Cubs Unveil 2008 Print Advertising Campaign

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01/22/2008, CHICAGO -- The Chicago Cubs on Monday unveiled a new advertising campaign for 2008 highlighting the international breadth and depth of the Chicago Cubs. Advertising featuring new Cub Kosuke Fukudome leads off the campaign and will be followed by ads highlighting Aramis Ramirez, Alfonso Soriano and other Cubs who give the team its multi-cultural dimension.

The campaign was put together by Jones, a creative boutique based in the River North section of the city. Jones will assist the team in managing consumer and trade print as well as outdoor and promotion development for the campaign. FCB-DRAFT remains the team's creative advertising agency for its radio campaign as it has for the past two years.

"We want to highlight the continued connection between the 2008 team and our fans," said Matt Wszolek, Cubs' director of sales and promotion. "This team is not only extremely talented, but has connections across the globe. We also look forward to continuing to welcome our tremendous fans to the Friendly Confines as we have for generations."

"Most of the time, advertising has to work pretty hard to lift a brand up," said Scott Maney, president and executive creative director of Jones. "But with the Cubs, the opposite is true. The brand is already so sacred, the advertising has to work extremely hard just to keep up. It has to earn the right to represent the Cubs."

The consumer campaign focuses on individual players with a bold, graphic treatment using elements from each player's unique background. Ads featuring Aramis Ramirez and Alfonso Soriano use a portion of the Dominican Republic flag as a background. A Kosuke Fukudome version has a rising sun image. "It's a very international campaign. Yet the red, white and blue also makes it very Cub," Maney said.

Source: MLB