Mar 12 2012
Basis Team

Creative Review: Hyper Local Messaging


Disclaimer: I’m not originally from Chicago nor am I a baseball fan first, so I can’t fully attest to knowing what the deep-seated angst of all life-long Cubs fans is like each and every year.

However, I’ve lived in Chicago long enough to know just what a Cubs World Series win would mean for this town, and that makes this hyper localized ad even more poignant. You have to live here to get all the references, but each and every location cut to in this commercial has meaning for this city and its residents, and it’s not often that a brand effectively manages to pinpoint a small, specific group of folks and tug on their heart strings like this. Color me impressed.