ESPN SPORTSCENTER@NIGHT LAUNCH
STRATEGY
We took the jokes out of the offices in Bristol and into the real world, ending each day on a highlight.
OVERVIEW
We built a new brand for ESPN's late night SportsCenter block — a new identity and a new advertising language. “This is SportsCenter” owned the building in Bristol. We took everything outside of it. Our anchors stayed on TV and we built the comedy around them, placing athletes and celebrities in the real world after hours. The whole thing was built around one behavior: SportsCenter is the last thing you watch before you close your eyes.
Retirement Plans :30
EXECUTION
David Ortiz was retiring. Instead of making a big thing about it, we made it a joke. Big Papi was great on camera. We wrote bits about him brainstorming life after baseball with teammates David Price and Eduardo Rodriguez.
Special Delivery :15
PROCESS
We shot at the Red Sox spring training camp in Fort Myers, FL. We used the authentic backdrop to build our set, adding in some props of Papi’s big retirement dreams on social.
Role: Senior Creative, 72andSunny
Director: Wayne McClammy, Hungry Man
Justise Winslow :30
EXECUTION
Coach K is famous for maintaining strong relationships with his players long after they leave Duke. We used this to mine some generational humor with his grandsons and former players on text.
Kyrie Irving :15
PROCESS
We shot in the Champions Club at Cameron Indoor. You either have to be a booster or a celebrity to get in there. Or a couple of ad people making a spot about Coach K.
Role: Senior Creative, 72andSunny
Director: Aaron Stoller, Biscuit
Legends :30
EXECUTION
Everyone argues in Barbershops. Young guys and old heads never agree. We brought that environment to life with the cast of Barbershop: Ice Cube, Cedric the Entertainer, and Anthony Andersen debating the best shooter of all time, Steph Curry. Cedric was the hater.
MVP :15