Schafer Condon Carter describes itself as Chicago’s top independent mid-size advertising agency, and one of the fastest growing shops in the U.S. and are the Chicago Cubs new ad agency of record.
They have come up with this year’s team tagline, which is “Committed,”which according to the team, honors the “unrivaled dedication of Chicago Cubs fans.” Well intended, this particular tagline will also enable skeptics to question the sanity of Cubs devotees.
SCC replaced the New York-based Brooklyn Brothers, which managed the creative side of the Cubs’ 2012 “Baseball Is Better” campaign. Before that, it was DraftFCB‘s “It’s a Way of Life” theme in 2010 and 2011.
The ad campaign will feature stories from actual fans, “The Chicago Cubs and Cubs fans are solidly committed to each other as we embark on the most remarkable journey in all of sports: winning a World Series at Wrigley Field,” said Alison Miller, the Cubs’ senior director of marketing, told ChicagoBusiness.com.
For example, here is David Eagan, a South Side security guard with a tattoo of a Cubs logo and Ron Santo‘s signature of the back of his head. Clearly a man for whom commitment should be considered.
Why do I remain skeptical?