As reigning World Series champions, the Chicago White Sox are pinning their advertising dollars on a short simple theme this year: Again.
David Stevenson, president of Two-by-Four, the team's advertising agency, told the Chicago Sun-Times the word will appear in print ads on buses, and be spoken as a closer on radio ads.
Last year, most of the ads revolved around Sox players, with the slogan Win or die trying, but this year, actual Sox fans will share a starring role.
Photos of fans will be used and one radio ad features a 9-year-old girl recorded heckling last year.
The first TV spot will show spring training footage and the World Series celebration, and end with one word appearing: Again.
Last season the White Sox won their first World Series title in 88 years.