Chicago White Sox TV spot. "In the pre-season creative, we focused on the fans' 'traditions that don't have to be traditional.' Besides some guy that makes an Ozzie Guillen snowman every year, this particular fellow was our favorite. I can't decide whether the key stash in the beard or the dialogue quip 'it's a hair dial' is my favorite small comedic beat of all our of work from last year." "Beard" :30 (Open on a guy blow-drying a large beard in front of the bathroom mirror. There is a disposable razor taped to the mirror. Cut to shot of man talking to the camera) Man: It's a little tradition in honor of my White Sox. I stop shaving from the last game of the season, all the way until Opening Day.(Cut to shot of man pouring a box of cereal, but instead a bunch of disposable razors pour out)Man: My wife? She's not crazy about it. She's leaves me little hints. (Cut back to shot of man talking to camera)Man: See, once it gets down to my belt I know it's time for pitchers and catchers report.(Cut to shot of man in White Sox jacket checking for his keys. Cut back to man talking to camera)Man: And once it gets down to my zipper, it's Opening Day.(Cut back to man in White Sox jacket, who realizes his keys are inside his beard. He reaches in and pulls out his keys. Cut back to man talking to camera)Man: I don't need a calendar anymore. It's like a sun dial. Um...it's like a hair dial.Super: There are traditions. And there are White Sox Traditions.Super: (White Sox Logo). For tickets | 866.SOX.GAME. whitesox.com