This is . . . Ben Hassold Bill Banash Brandi Klimko
Background • ESPN cable network launched September 7, 1979 • Originally airing once per day, SportsCenter is now show up to twelve times per day • “This is SportsCenter” Ad campaign began in 1994
AD CAMPAIGN • Series of commercials run by ESPN to promote their SportsCenter sports news show • Three Commercial Types • Guest Appearances by sports figures • Steve Smith • Parodies of current sports practices by applying them to working at SportsCenter • Peyton and Eli • Use of Sports Mascots • Ortiz & Posada
The minds behind the scenes • Home town agency Wieden+Kennedy out of Portland, OR have worked on over twenty different commercials since 2000 • Currently Arnold Worldwide does the short SportsCenter ads • Most of the sports anchors write their own lines; Most of the athletes get to add in some of their own work as well
Recent Campaign Highlights • August 2008 GEICO and ESPN join forces • Cavemen to appear in ESPN’s TV, print, digital and radio channels • Primarily used to advertise fantasy sports • May be used to advertise SC itself • ESPN donates $1,000 to guest celebrity appearance for commercial • Have won numerous awards for advertising such as CLIOS, WIN, Cannes Lions, AICP, etc.
Success of Ad Campaign • Gained notoriety among sports fans as “some of the funniest ads on television.” • Increased viewing of ESPN by non-sports fans because of creative humor and parody • Flipped the script on athletes by creating a demand from them to appear on the ads and by taking tabs on each other.
Questions? • Is there anything ESPN should do to improve these ads? • Is the success limited to just ESPN? • Do you enjoy these ads? • Name a few of your favorites
Sources • http://www.sportsbusinessdaily.com/article/123293 • All videos found on YouTube • http://heatherw.com/mk/other/usaespn.htm • http://www.katu.com/news/business/3611551.html • http://sports.espn.go.com/espn/sportscenter/commercials • http://www.adforum.com/preview/subscriber/print.asp?ID=15329&TDI=AGxKD1TR&orderby=&page=