Red Sox fans had to endure a long, legendary 86 years since the home team last won the World Series, but less than 12 hours after the latest – and perhaps most remarkable – postseason chapter in Major League Baseball history was put to bed, dozens of so-called “congratulatory” ads were put to paper on behalf of the Boston baseball club. And just like their subject matter, these ads were the center of attention. All eyes were on the BoSox, after all – including everything said and written about these local baseball heroes. So like superstar sluggers David Ortiz and Manny Ramirez, the copywriters behind the headlines were swinging for the fence. And I for one enjoyed this show of creative talent, as displayed in the pages of The Boston Herald, The Boston Globe and a special World Series Commemorative issue published by Sports Illustrated.
Some of these ads were better than others, of course. Not all of them were solid hits. Many sprung from tired, old themes – such as The Curse of the Bambino – more than familiar to us diehard fans. But the majority of these ads came through, in spades, when so much credibility was on the line. Most of them caught my attention and still stick in my mind.
You can’t tell the players without a scorecard, though. So what follows is my own personal ranking of 10 of these ads – each one offering kudos to the Boston Red Sox for winning the World Series – judged mainly on the creativity of the copy. I swear I hear a drum roll…
Bob’s Top Ten Boston Red Sox “Congratulatory” Ads
# 10
{1918-2004} The curse is dead.
Congratulations Red Sox on winning the World Series.
Bob’s comment: “With what could pass for an inscription on a tombstone, the Curse of the Bambino is finally laid to rest.”
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#9
Tears of joy.
Congratulations, Boston fans.
Bob’s comment: “Six words and one tall glass of beer with tears – er, condensation – dripping down the side.”
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#8
The Joy of Sox!
Bob’s comment: “One risqué, four-syllable play on words promoting back copies of the newspaper covering the Sox’s run through the playoffs.”
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#7
Here’s to all the fans who kept a light on for the Red Sox.
And to our team’s shining victory!
Sylvania
Bob’s comment: “The messaging works triple duty, promoting the fans, the team and the lighting company itself.”
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#6
Boston 1
Odds 0
The Red Sox. The World Series. The Dream.
Congratulations To The 2004 World Champions.
Bob’s comment: “A scoreboard provides confirmation that the Sox overcame the odds to achieve their dramatic World Series victory.”
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#5
Next year finally came.
Congratulations Red Sox. As the Official Bank of the Boston Red Sox, Bank of America salutes this unbelievable World Series win. Higher standards do not get any higher than this.
Bank of America
Higher Standards
The Official Bank of Major League Baseball
Bob’s comment: “A welcome reminder that for the first time since 1918, we don’t have to wait till next year.”
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#4
Faith over Doubt
Guts over Ghosts
Destiny over Dynasty
Sox over Cards
Gillette congratulates The 2004 World Champion Boston Red Sox
Gillette
The Best a Man Can Get
Bob’s comment: “Poignant, eloquent words to capture the emotion of the time and the attention of the reader.”
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#3
HELLO GOD.
I’M A RED SOX FAN.
NICE TO FINALLY
MEET YOU.
Bob’s comment: “A stark, two-page spread personifying the prototypical Sox fan as someone who has died and gone to heaven.”
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#2
61
43
29
30
32
45
36
38
50
49
28
33
12
44
13
15
11
3
20
18
19
7
24
31
34
+47
___
1
What’s better than ending an 86-year curse? Doing it as a team.
THANK YOU RED SOX.
Bob’s comment: “All the players’ numbers, amassed like a mathematical equation, add up to one winning team.”
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#1
WAY TO GO!
CONGRATULATIONS BOSTON ON YOUR WORLD CHAMPIONSHIP.
LET’S HOPE IT BECOMES A REGULAR THING!
Bob’s comment: “A couple of hilarious double entendres on behalf of this popular fiber supplement go a long way toward branding and give the Sox a high-five.”
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