Humor is back in the new ad campaign from Energy BBDO/Chicago for the 2011 Chicago White Sox season that is about to break. The campaign tagline is "All In," a reference, we're told, to the belief that the White Sox now have on board a roster of players that are fully capable of taking the team to the World Series this year. We can only hope, right?
One of the first TV spots that will break in the new campaign is set in a grocery store, where we are witness to an unusual recreation of a spectacular and intricate play that occurred on opening day of the 2010 baseball season. That play involved pitcher Mark Buehrle and first baseman Paul Konerko.
In the supermarket recreation, a husband and wife use a grapefruit in lieu of a baseball, as the always colorful White Sox TV game announcer Ken "Hawk" Harrelson and Buehrle himself look on in awe.