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Naming the competition in advertising is always risky. But for the Chicago White Sox, perennial underdogs in a city dominated by the Tribune Co.-owned Cubs, it’s a way to get much-needed attention.
Sox agency Hoffman York this month launched TV spots that note differences between the teams. For example: The Cubs “are lovable even when they lose,” while the Sox “hate losing.” The Cubs “believe they’re cursed.” The Sox “agree.” The Cubs were “champs in 1908.”
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