ESPN: advert-body-1 by Droga5
- Location:
ESPN has unveiled a new campaign, ‘That’s Gonna be on SportsCenter,’ focused on its flagship program. The campaign highlights a phrase that became part of the sports lexicon years ago, as the show became embedded into the fabric of sports culture.
The opening spot of the campaign, ‘Reflection,’ shows a play unfolding on the football gridiron, as a Giants cornerback tries to haul down an Atlanta Falcons player. In the driving rain, the cornerback’s hold slips and the player gets away. As the dejected player ponders how his botched play will look to his teammates and family, he is visited by the vision of longtime anchor Kenny Mayne, who lets him know that the moment is definitely going to be on SportsCenter. Unfortunately for the player, it will be a part of the Not Top 10 segment, where highlights are celebrated for their infamy, rather than achievement. Still, he shouts with joy, knowing that he will gain fame through exposure.
'That’s Gonna be on SportsCenter' is a reminder and celebration that there are moments in sports, and then there are SportsCenter moments. Agency Droga5 led the concept, creative development and direction for the multiplatform campaign.
Coming this Fall, ESPN's game producers will begin flagging SportsCenter-worthy moments in real time. During live game action, 'That's Gonna Be on SportsCenter' graphics will appear when Top 10 or Not Top 10 moments occur, serving as a natural extension of the campaign. Fans will have an opportunity to get in on the action as well with themed gifs with the campaign expression, which will be loaded into the Giphy library. From there, fans can identify their own SportsCenter highlights and share them across social media.
Credits
Client ESPN - SportsCenter
Campaign That’s Gonna Be On SportsCenter
Title Reflection :30, :15
Launch Date September 10, 2018
Agency Droga5 NY
Creative Chairman David Droga
Chief Creative Officer Neil Heymann
Group Creative Director Brandon Pierce
Art Director David Spradlin
Copywriter Evan Barkoff
Design Director Mark Yoon
Designer Erin Wilson
Senior Project Manager Laura Rothman
Chief Creation Officer Sally-Ann Dale
Director of Film Production Jesse Brihn
Executive Producer, Film Tricia Lentini Himot
Associate Producer, Film Holly Schussler
Director of Business Affairs Jocelyn Howard
Senior Business Affairs Manager Kiki Powell
Producer, Print Rose Mahan
Global Chief Strategy Officer Jonny Bauer
Co-Head of Strategy Harry Román-Torres
Strategy Director Kevin DeStefan
Senior Strategist Newman Granger
Communications Strategy Director Michael Pignone
Communications Strategist Emily Langham
Data Strategist Joshua Gordon
Group Account Director Shane Chastang
Account Director Marissa Guerra
Account Manager Tori Tessalone
Associate Account Manager Melissa Pasternak
Legal Counsel Sarah Fox
Associate Legal Counsel Zachary Werner
Client ESPN
President, Global Marketing & Sales Edward Erhardt
SVP, Marketing & Consumer Engagement Wanda Young
SVP, Marketing & Brand Solutions Sean Hanrahan
Sr. Director Marketing Strategy Samira Zebian
Director Marketing Strategy Curtis Friends
Associate Marketing Manager Amanda Marcotullio
Sr. Director Original Content & Brand Intelligence Edwin Roman
VP of Communications Amy Phillips
Associate Director Media Kimberly Hoang
Sr. Creative Director Christopher McClure
Associate Design Director Alex Zartman
Production Company Arts & Sciences
Director Mike Warzin
DOP Ryley Brown
Managing Director Marc Marrie
Head of Production Ashley Rabin
Line Producer Eric Matthew Sedorovitz
Production Supervisor Bailey Reeves
Editorial Exile Edit
Editor Katie Turinski
Assistant Editor Ling Chua
Executive Producer Sasha Hirschfield
Head of Production Evyn Bruce
Sr. VFX Producer Gwynne Evans Reid
Flame/VFX Artist Dino Tsaousis
Telecine Company 3
Senior Colorist Sofie Borup
Producer Alexandra Lubrano
Sound Design Wave Studios
Sound Designer Aaron Reynolds
Executive Producer Vicky Ferraro
Sound Mixing Heard City
Mixer Philip Loeb
Executive Producer Gloria Pitagorsky
