rEvolution unites Winnebago and Maddon to get RAW

And here I thought Chicago Cubs manager Joe Maddon lived in the dugout.

Apparently not!

Turns out Maddon and his wife, Jaye, live in a $500,000 Winnebago Grand Tour. During the off-season, the two pal around the country in their spectacular home away from home.

Joe Maddon’s love of RVs became popularized three years ago, when he first introduced the world to his mobile home named, “Cousin Eddie.” It’s derived from the slob Randy Quaid played in the Vacation movies.

Doing a little art imitates life action, independently-owned integrated Chicago sports marketing agency rEvolution, has taken the Maddons’ love of RVs and created a sitcom-like digital series titled, Meet The Maddons, for Iowa-based Winnebago.

The four 30- and 45-second comedy segments are titled, Home Sweet Home, GoatCaptain’s Chair and this one below, Fireplace.

Each vignette ends with a quick roll of credits. The short segments show off the Winnebago in all its glory and combines with humor that feels both real and true-to-life. And that is what makes this campaign RAW.

The four-part series was shot in a matter of a few hours at Essanay Studios in Chicago. The four segments will live on digitally at least through the end of the baseball season.

Boosted by the recent acquisition of Grand Design RV, Winnebago is off to a strong start in 2017 and looks to make a broader commercial push into the growing market by tapping into Maddon’s appeal, which spans across sports and with fans of all ages around the globe.

“What I love about Winnebago is that it is this great, iconic RV brand, but is also forward thinking,” said Maddon. “Winnebago gets us and our lifestyle – it’s our home.”

A spokesman for rEvolution said there are no plans as yet to do a new series next year, though Maddon has inked a three-year deal with Winnebago.

“With their unique style, class and sense of adventure, Joe and Jaye are the perfect embodiment of the Winnebago brand,” Winnebago Industries president and CEO Michael Happe said in a press release. “We are really excited to kick off this partnership with the Maddons and collaborate with them as we introduce Winnebago and the appeal of the RV lifestyle to a new generation of fans.”

Winnebago has rolled out additional extensions of the Meet the Maddons campaign, including a forthcoming Korked Baseball/Respect 90 T-shirt collaboration, media campaign and social media extensions.


  Agency/Production CompanyrEvolution

    Executive Creative Director — Brian Quarles

    Supervisor, Client Services — David Hood

    Managing Director, Communications — Dan Lobring

    Supervisor, Creative Strategy — Kevin McGraw

    Public Relations Manager — Kevin Loughery

    Executive Producer — Brian Hazelton

    Executive Producer — Chad Reece

    Executive Producer — Sam Jefson

    Director — Peter Wiese

    Producer — Mo Wagdy

    Prod. Supervisor — Tina Moy

    1st Asst. Director — Kevin Marquardt

    Dir. Of Photography — Scott Thiele

    Camera Op — Bill Nielsen

    1st Asst. Camera — Bob Faison

    1st Asst. Camera — B Gary Malouf

    2nd AC/Data Mgr. — Sam Knapp

    Gaffer — Jules Tomko

    Best Boy Electric — Dave Pawela

    Electric — Josh Levy Key

    Grip — Joe Gajewski

    Best Boy Grip — Jon Arturi

    Art Director — Dan Griffin

    Leadman — Goran Milosavljevic

    Prop Master — Scott Coleman

    Set Dresser — Tim Harmston

    Set Dresser — Stephen Manda

    Set Dresser — Christine Sorich

    Scenic Painter — Chuck Grendys

    Sound Mixer — Jimmy Heitz

    Boom Operator — Bob Lucas

    VTR Operator — Jonah Ravine

    Script Supervisor — Kaye Benson

    Wardrobe Stylist — Martha Heppler

    Hair & Make up — Yolanda Moran

    PA Matt McGrath PA — Conan Kwok

    PA — Sabrina Thompson

    PA — Kenneth George

    Craft Service — Angela Kates

    Editor Collin — James Diederich


    Colorist — Craig Leffel

    Re-Recording Mixer — Cory Coken

    Sound Editor — A.J. Olstad

  Post Sound Facility

    Coordinator — Katie Waters

    Stand in Joe — Phil Madura

    Stand in Jaye — Nicole Frier


    Camera — Daufenbach Camera

    Casting — Extraordinary Casting

  Caterer — Honest Foods

  Editorial — rEvolution

  Insurance — Mesirow Insurance

  PayrollUnion New CAPS, LLC Payroll

    Non Union — miniGorilla productions

    LLC Union — Signatory Comrade, Inc

  Production Supplies

    A to B Rentals Sound

    Sound Waves

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  VTRCreative HD

  WalkiesA to B Rentals

  Talent AgentOctagon

  Post Production SoundNoiseFloor Ltd.

Have a spot or campaign for RAW? Please submit to [email protected].