Creativity

ESPN’s ‘Bossy’ features the best players in the WNBA making boss moves

By Kyle O'Brien | Creative Works Editor

May 18, 2018 | 3 min read

As the NBA prepares for its final few weeks, the WNBA is getting ready to tip off its 2018 season tonight (May 18). On Sunday, May 20, ESPN will roll out the latest installment of the ‘Life Needs Sports’ campaign with ‘Bossy,’ featuring some of the best players in the WNBA.

Elena Delle Donne

Elena Delle Donne of the WNBA

The campaign, which will run across television, radio, digital and social platforms, features WNBA stars including floor generals like the Minnesota Lynx’s Maya Moore and the Phoenix Mercury’s Diana Taurasi, as well as paint protectors like the Los Angeles Sparks’ Candace Parker and the Washington Mystics’ Elena Delle Donne.

The spot conveys that in life, strong, confident, assertive women are sometimes negatively labeled “bossy,” but sports serve as a reminder that these traits are to be celebrated. Underscored by DeJ Loaf’s track Big Ole Boss, the spot concludes with the message that “Life says you’re bossy. Sports make you a boss.”

Earlier this month, ESPN launched 'Life Needs Sports' globally across the ESPN platform, celebrating the powerful role sports play in fans’ lives. Additional creative in the campaign includes 'Smaller' and 'True Love,' with additional extensions rolling out in the coming weeks.

ESPN’s coverage of the 2018 WNBA season also tips off on Sunday, with the defending champion Minnesota Lynx – led by Moore – hosting the 2016 WNBA champions Los Angeles Sparks and the 2016 WNBA Finals MVP Candace Parker in a rematch of last year’s Finals.

Bossy by ESPN

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