ESPN talks fans' language as Premier League kicks off
ESPN, the Disney-owned sports broadcaster, has launched a new campaign taking a light-hearted approach to well-known sports phrases, to coincide with the beginning of the football season.
The 'We Speak Your Sport' ad campaign was devised by Wieden & Kennedy Amsterdam and shows comedic dramatisations of sports phrases such as "sin bin", "hit the woodwork" and "hat-trick".
The TV ad shows scenes such as a man toppling a precariously put together chair ("hit the woodwork"), a magician pulling a rabbit out of a top hat ("hat-trick") and seven people representing the deadly sins crammed into a bin ("sin bin").
It was conceived by copywriter Simone Moessinger and art director Sanne van Hecke, produced by Radical Media and directed by Rosey. The executive creative directors at W&K Amsterdam are Mark Bernath and Eric Quennoy.
The campaign, which was planned and bought by Arena Media, will use TV, online and outdoor media across August and September to promote the idea of a shared joke between the broadcaster and sports fans.
The TV ad will run on ESPN and Sky Sports channels and as a pre-roll against video-on-demand content on the Sky and YouTube platforms, as well as the Base79 video network.
Outdoor media, which was bought with Posterscope, will include large-format roadside in London and London Underground sites.
Digital display ads will run in on the websites of a range of national newspapers including The Sun, the Daily Mail and The Daily Telegraph, as well as on the Sky Sports and TalkSport platforms, and selected networks.
ESPN currently broadcasts 23 games from the Barclays Premier League, which kicked off again on Saturday, but the broadcaster missed out on the rights from the 2013/4 season after being outbid by BT.
Other live sport on ESPN in the UK includes the FA Cup, Europa League, Scottish Premier League, Serie A, Premiership Rugby, French rugby union league Top 14, golf, darts, UFC and NBA.
The campaign began on Saturday (18 August).Follow @MaisieMcCabe
This article was first published on campaignlive.co.uk
- ESPN ad sparks debate about 'best league' in the world
- ESPN promotes the Cup Of Dreams as it enters the third round
- BT hunts for Premier League ad sales partner
- ITV eyes up BT Premier League production contract
- Barclays confirms bumper Premier League sponsorship renewal
- Barclays set to sign bumper Premier League deal
- BT takes Premier League rights off ESPN
- Premier League tenders for new broadcast rights
- Budweiser partners with ESPN for FA Cup programmes
- ESPN 'handshakes' by Wieden & Kennedy New York
- Private View: Jonathan Burley and Baillie Walsh
- ESPN 'vending machine' by Wieden & Kennedy New York
- ESPN 'Monday Night Football' by Wieden & Kennedy New York
- ESPN 'decent proposal' by Wieden & Kennedy New York
- Account Manager - Gaming Brand PFJ £30000.00 - £35000.00 per annum + Excellent benefits, London
- Senior Broadcast Manager PFJ £38000.00 - £45000.00 per annum + Excellent benefits, London
- New Business Director Dynamic New Alliances £0.00 per annum, Berkshire
- Digital Account Director Dot-Gap £38k, Central London
- Search Account Director Dot-Gap £43k, Central London
- Blippar connects disjointed families, says MEC executive
- Fans take on Jo-Wilfried Tsonga in Twitter-powered tennis game
- Nature Valley awards integrated business to start-up
- LMFM challenges bakers to be Brave on World Baking Day
- Samsung strikes placement deal with The Wanted
- Jaguar readies global campaign for F-Type launch
30 Seconds to Mars stratospheric rise on social media
In the week that it was shown that users only visited the planet Google+ for less than 7 minutes a month it’s interesting to look at how a contemporary rock artist brand goes about using social media in their marketing and the different levels of interest on different platforms.