I have to say that the new Giants marketing slogan, "We're In" has to be one of the best team related marketing messages I've seen in that while it is just a marketing slogan, there's a measure of honesty and self-awareness in the part of the Giants that the fact that "we're in" has a measure of truth to it.  Like "we're in it?  How did that happen?  We were supposed to be a .500 team at most."  As such, it works as a great rallying cry-- "alright, we're in this sucker...Go Giants!"  You cannot watch the "We're In" commercials and as they show one Giant fan after another say "we're in" get inspired by it.  "Well, if they're fired up, I am too."  

Usually, like most marketing campaigns, there's an element of throwing out nice sounding, vague, meaningless phrases that try and cover up the deficiencies of the team.  Like "Oakland A's: 100% Baseball" which is a nice way of putting that, yes, it's 100% baseball but only because the ballpark sucks so there's no reason to come to a game other than to watch baseball.  Or the previous Giants slogan of "Gamer" which is a nice way of saying that this team might not be good but they try hard-- for what that's worth.  But no, the "We're in" is an actual, true representation of the Giants season and Giants' fans feelings right now, that somehow, inexplicably, we are now in a playoff chase and despite whatever skepticism we might have had, no matter how much we've looked at all the stats that say we shouldn't be as good as we are, and no matter how many times we've gritted our teeth and watched the offense barely scrape together more than a run or two, we are, as of now, in a pennant chase.

Hell yeah, we're in.  Bring it on.