Two teams in baseball's cellar seek relief via ads

Arndorfer, James B.; Cuneo, Alice Z.
February 1999
Advertising Age;2/22/1999, Vol. 70 Issue 8, p77
Trade Publication
This article provides information on the advertising campaigns launched by Oakland A's and Chicago White Sox, two major League baseball teams in the U.S. as of February 1999. The campaigns portray their players' love of the game. Oakland A's advertisement handled by Foote, Cone & Belding, focuses on young players that runs with the tag: They're young, but they can play. Generation A's. The Chicago White Sox, who are in a rebuilding mode are breaking a thematically similar campaign handled by Tom Reilly Advertising and tagged, The kids can play. The Sox plan to break television spots, supported by print and radio. The spots are testimonials meant to give players personality and appeal. The A's also are making a push to increase their outdoor presence in Silicon Valley.


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