“Normal doesn’t play here,” goes the 49ers’ new advertising slogan, which was coined by local advertising firm HUb on behalf of our almost-defending champions. It’ll show up on billboards, on TV spots, in the paper, on sfgate.com, and on Facebook. So how to sum up the identity of a beloved sports franchise in a series of pithy, ad-ready catchphrases? We asked DJ O’Neil, CEO and creative director of HUb, and Ali Towle, Director of Marketing for the 49ers, to let us in on their secrets.