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Chicago Sports Network (CHSN), the newly launched home network for the Chicago Blackhawks, Bulls, and White Sox, just released a campaign that celebrates fans and the city's rich sports culture.
Made together with Tom, Dick & Harry (TDH) Creative, CHSN's agency of record, the latest efforts are marked by two main spots that capture the spirit of the sports network.
By putting Chicago at the center, CHSN is able to create a genuine depiction of the city's sports fandoms and all of its 77 neighborhoods.
In turn, this allows CHSN to differentiate itself from more traditional sports networks.
"This campaign is about giving Chicago fans something new — a network that’s not just about the games, but about the fans and the neighbourhoods that make Chicago sports so unique,” shared TDH Managing Director Chris Hill.
CHSN Executive VP Dan Jones reinforced this message, saying the campaign captures the essence of what CHSN stands for: "the spirit of Chicago sports fans across the city’s varied neighborhoods from a street level view."
Giving justice to its roots and staying true to the heart of Chicago's sports culture is important for the sports channel to properly establish its brand identity and increase awareness.
Uniquely Chicago
The first of two spots kickstarts with a beautiful morning down the streets of Chicago. Viewers are then graced with scenes and characteristics that make the city so unique.
"In this city, nothing's handed to us. We hustle. Put our back into it. That's just who we are," the narrator says.
All of this is sandwiched between shots of the Chicago Bulls, Blackhawks, and White Sox in action, doing what they do best.
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"We show tough love when we have to. We ride or die for our teams. Now, there's a network just for this," the narrator continues.
The spot ends with the campaign's slogan on the screen, front and center: "Where Chicago Comes First."
Another spot titled "Delivery," which aired first on local TV, showed a CHSN delivery driver making his rounds around the neighborhoods of Chicago.
Here, he literally brings the show to their doorstep, with sports teams, fans, and mascots making a special appearance.
"Chicago sports now has a new home," the advert concludes.
Global sports network ESPN, on the other hand, just launched a new NHL-centered spot to mark the new hockey season, made together with agency Arts & Letters.
Editing by Katherine 'Makkie' Maclang
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