(Piniella Brings His Steely Gaze To Pitcher Kerry Wood)

“And then he gave that look,” sighs Cubs official web site reporter Carrie Muskat of Lou Piniella’s steely gaze. Apparently, this year’s Cubs Convention got a little more personal than I thought. But Piniella wasn’t just wowing Ms. Muskat — the Cubs marketing department is making his steely gaze the center of it’s new campaign to turn the Luvable Losers into the Fuck You Cubs of 2007.

CHICAGO — There’s no doubt about the message the Cubs are sending this season, and it has nothing to do with the more than $300 million committed to players and new manager Lou Piniella.

One look at Piniella’s intense gaze in the ad campaign touting the 2007 promotions and schedule, and it’s clear these Cubs are not the cuddly type.

“We’re going to win here, and that’s the end of the story,” Piniella proclaims in the advertisement, his steely look speaking far more than words.Piniella, 63, says he’s refreshed after a year off doing television work. The Cubs are his fifth, and last, team. In 19 years at the helm, he has compiled a .517 winning percentage (1,519-1,420) and won the World Series in 1990 with the Cincinnati Reds. He also has championship rings from his playing days with the New York Yankees. He brings experience, fire, and an eagerness to finish his career as a winner.

There are pools already as to when Piniella has his first base-throwing temper tantrum. Someone mentioned they had three weeks into the season as the winning ticket.

“It depends on how cold it is,” Piniella said.