For Red Sox Nation, actions speak louder than words. They want to know the team is focused. Driven. Committed. To show all this, we created a heart-felt, soul-stirring battle cry. "We Won't Rest." It is our theme, our mantra. It represents how our players, coaches, front office and every member of the Red Sox organization approaches each and every day in preparation to compete.
The campaign takes fans inside the mind of Kevin Youkilis, and an intense BP session one frigid Boston day. It captures the explosive base running duo of Carl Crawford and Jacoby Ellsbury. It shows the unrelenting work ethic of a stellar pitching unit. It allows fans to take comfort in Big Papi's rituals. It reveals the moments when a team reaches its community through charity. And shows in gritty detail one team and one determined organization's driven pursuit of excellence.