Lost in the Cubs hoopla surrounding squabbles about Wrigley Field renovations, relocating to Rosemont and a goat head in a box, the Chicago White Sox launched a new advertising campaign to remind fans and season ticket holders that the team has actually started playing its games for the 2013 season.

“Hellooooo. Anybody home?” is the theme of radio and television advertising used to remind Sox fans that the team has been playing since April 1.

“About the sixth inning of our home opener, it dawned on us that there were only 200 people in the ballpark with at least 125 of them ushers, vendors and team employees,” chief marketing officer Brooks Boyer told Comcast SportsNet Chicago.

“Kenny asked me if we might have showed up on the wrong day,” said Boyer, referring to team president Ken Williams.

That’s when the club decided on the ad campaign, which, according to Boyer, is aimed at the team’s true base, the hard core fans of the ball club.

“We’re thinking strategically, too, by going after our best audience demographic,” Boyer commented.

“And it’s not costing us a lot of money since we need to reach just 18,000-20,000 people.”