We love a good Bears schedule reveal, but this year’s reveal left a sour taste in our mouths.
One of my favorite parts of the offseason is the NFL schedule release. Yes, it’s exciting to see how the opponents match up while trying to predict the record for your favorite team and planning potential road trips to new cities for away games. But it’s also where NFL marketing and social media teams get to shine with their unique reveals.
The Bears have produced some of the best videos when it comes to releasing their schedule. In 2018, they partnered with former Bears defensive end Israel Idonije and his company, Athlitacomics, to produce a superhero reveal that carried throughout the season.
In 2019, to celebrate their 100 year anniversary, the Bears gave a nod to founder George Halas by showing clips in an old film room, eventually transitioning to 2019 with current head coach Matt Nagy.
So what did the team unveil this year? A somewhat messy animation collaboration with Lyrical Lemonade.
Before I get into my review, yes this is an article devoted entirely to the video that showcases the team’s schedule. Maybe it’s the marketing professional in me, but looking through each team’s creative releases is something I truly enjoy, especially during this pandemic.
The video begins with two bears entering a Chicago Bears coach bus at Soldier Field, driven by Staley. The bus then picks up bobble head-like versions of their opponents mascots at various stops throughout the city, unveiling the details of each game as they board over a hip hop beat. Once all the passengers are aboard, the bus returns to Soldier Field.
Cole Bennett, music director and founder of Lyrical Lemonade, helped produce this year’s reveal. Bennett grew up in the Chicago suburbs and has an impressive resume when it comes to directing and producing music videos for top artists, including Eminem, Kanye West, Wiz Khalifa, and more. At just 23 years old, he’s had a tremendous amount of success.
But his latest project with the Bears doesn’t quite live up to the hype. The animation looks like it was taken straight from the ’90s Bulls intro video, minus the Alan Parsons Project soundtrack behind it. My other gripe with the video is that the mascots just get on the bus with the Bears like they’re all going to the game together. Now it may not be the best look to have the mascots go head-to-head with the actual bears in the bus, but wouldn’t it have made more sense to leave them at the stop in a fun way and keep driving?
I did appreciate the touches of each stop having unique characteristics for the opponent. The Panthers had black cats in the streets, the Colts had horseshoes leading to the door, and the Buccaneers had a skull on the seat. Overall, however, it seemed to miss the mark.
We know the way a team unveils its schedule has nothing to do with the actual schedule and how their opponents match up. But for fans who are starved for entertainment, this is a nice break to get excited about the upcoming season. If you’re a fan of mascots looking like bobbleheads, you’ll enjoy this reveal. For me, however, I’ll be scouting out the other 31 teams to see how they did and probably enjoy it more.
[vertical-gallery id=444804]
[lawrence-related id=444968,444952,444936,444921]