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Chicago Cubs Go Global In New Ad Effort

  • MLB.com , Thursday, January 24, 2008 12:46 PM
A new ad approach by the Chicago Cubs is designed to showcase the international breadth of the team's lineup. Focusing on individual players and each one's unique background, ads featuring Aramis Ramirez and Alfonso Soriano will use the flag of the Dominican Republic flag as a background as Ramirez's says, "They say hit 'em where they ain't. Well, they ain't on Waveland Ave." (The street behind the left-field bleachers at Wrigley Field, where fans gather to chase down home runs.)

There also is an ad with pitcher Kerry Wood and the Texas flag. "It's a very international campaign," says Scott Maney, president and executive creative director of agency Jones, created the spots. "Yet the red, white and blue also makes it very Cub," Besides Ramirez, Soriano and Wood, there are plans to develop ads for Carlos Zambrano, Derrek Lee and Ryan Theriot. Last year, Soriano was the star of a campaign tagged "Play like there's no tomorrow" ad campaign.

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