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Sox’ new ad campaign shows a focused team

By Johnny Diaz
Globe Staff / March 26, 2011

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The Red Sox are unveiling a new ad campaign next week.

The “We Won’t Rest’’ campaign, which officially launches on Monday and continues through the baseball season, will include TV, print, and online ads aimed at showing fans that the team is focused and ready to win.

One TV spot features a serious Carl Crawford and Jacoby Ellsbury running bases. Another spot has a stoic Kevin Youkilis swinging away during an evening batting practice. Both spots will air this weekend on local cable channels.

The campaign contrasts in tone from previous efforts. Last year’s campaign, called “The Nation Lives,’’ had players such as David Ortiz and Jason Varitek poking fun at themselves. Two years ago, the “Greatest Moments’’ initiative celebrated footage from the team’s historic wins along with commentary by local fans.

Also part of this year’s marketing initiative: rebranding redsox.com with the “We Won’t Rest’’ theme. The organization is also producing a special page where fans can download posters with the campaign logo. Boston ad agency Conover Tuttle Pace worked on the ads with the team.

The New York Times Co., which owns The Boston Globe, holds a 16.6 percent stake in Fenway Sports Group, the Red Sox’ parent company.

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