Actually, Winning Is Everything

Lewis Lazare contemplates the tagline’s place in motivational psychology.

For Two by Four/Chicago, the timing couldn’t have been more perfect. The local shop was named ad agency of record for the Chicago White Sox a year ago, just in time to put in place an ad campaign for a season that would prove an unexpectedly historic one for the South Side baseball team.
For last season, Two by Four created the ad campaign tagline “Win or Die Trying,” which at the time of its debut sounded rather extreme, even in the intensely competitive realm of professional sports. But who knows? Maybe in some small way, the team was pushed to achieve what it did because that tagline was in place throughout the season to remind them of their goal.

50 Cent’s new film has a remarkably similar theme. I wonder if that means his film is bound for glory. Not!



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.