Marquee Sports Network, the exclusive television home of the Chicago Cubs, launched a new multi-platform advertising campaign leveraging the new 2021 season called ‘We Get All Of It’.
The franchise’s TV network, which begins its second season with a full 162-game schedule, teamed up with agency Quality Meats to roll out a campaign around Opening Day which focused on authentic and local passion.
The campaign is built around its title and tagline ‘We Get All Of It’ and seeks to acknowledge Marquee’s commitment to covering the team 24-hours-a-day, seven-days-a-week with exclusive behind-the-scenes access in an authentic way which reflects the clubs heritage and traditions and which shows the broadcasters listens to and understands its fanbase.
The campaign takes an honest, straightforward approach, acknowledging the emotional roller coaster that comes with being a diehard Cubs fan, as well as the relentless devotion that persists no matter the season. The ads reflect on the memorable highs and lows that have built the character of the Cubs fan over the team’s storied history, and how the TV network aims to strengthen that bond.
The launch phase of the campaign consisted of a teaser film, a hero launch film and multiple 15-second spots running on television and online backed by out-of-home and digital supporting content.
“We understand how important and personal the connection to watching games can be for fans – particularly for Cubs fans, who are some of the most passionate,” said Marquee SVP of Marketing and Digital, Amy McDevitt. “The ‘We Get All of It’ campaign is a direct acknowledgement to fans that we are both working hard to get them maximum Cubs content and actively listening as we build this new relationship.”
”We’re not just broadcasting Cubs games, because the Cubs are not just a team. The Cubs and their games are part of the neighborhood and the fabric of the city, and we understand what an opportunity it is to cover the Cubs year-round,” continued Marquee General Manager Mike McCarthy. “We knew that for this campaign we needed to partner with a local agency that knew Cubs fans like we did, and we found the perfect partner in Quality Meats,” added Marquee Director of Marketing Tabitha Green. “This campaign is just a launching point to show Cubs fans that we’re not just here for them, we are them, and we’re listening.”
“Cub fans have a unique, complex relationship with their team, and they want their network to understand all the intricacies of that,” commented Quality Meats Co-Founder and Co-CCO Brian Siedband. “Being a lifelong Cub fan myself, that part came pretty naturally.”
The campaign was created for Marquee Sports Network by a team at Creative Agency Quality Meats which included Creative Directors Gordy Sang and Brian Siedband, Producer Kacey Hart, Managing Director Tamera Geddes and Account Management David Kaplan.
The production company was Golden La with Director Jordan Bahat and Cinematographer Nicholas Bupp and the edit company was Work Editorial, with post production, colour and VFX handled by Company 3 and Bmp Film Co, plus music by Human Music and sound was handled by Floodgates Audio.
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