By: Mark Fitzgerald Chicago columnist Mike Royko once wrote that the motto of his city, "Urbs In Horto" -- Latin for "city in a garden" -- should be changed to "Ubi Est Mea": Where's mine?
Monday night the Chicago Tribune, where Royko wrote from 1984 until his death in 1997, launched a new brand-advertising campaign with a tagline the columnist might have appreciated: "What's in it for you?"
The campaign is the first for the newspaper's new ad agency, DDB Chicago, and it revolves around what the paper calls "graphic, iconic figures of people, showing what their life was like before and after coming into contact with the Tribune -- either in print or online."
The figures were designed by the animator and illustrator J.J. Sedelmaier, who is probably best known for the "Saturday TV Funhouse" spots on the "Saturday Night Live" television show.
"The iconic characters we created cut through the clutter and remind readers that the Tribune is an indispensable, everyday resource that everyone can relate to," DDB Creative Director Adam Glickman said in a statement. "People face a number of demands on their time. They're looking for things that make it easier to navigate daily life. This campaign demonstrates to consumers how useful the Chicago Tribune is."
TV spots for the campaign began airing Monday, and the first print ads were in the Tribune Tuesday morning. Billboards, digital, and direct-marketing components will follow in January, a Tribune spokesperson said.
Ads and other marketing material in the campaign can be seen on the
Tribune's
Web site
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