ESPN Collaborates with NFL Films for New Campaign to Show That “No Other Night is Monday Night”

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ESPN Collaborates with NFL Films for New Campaign to Show That “No Other Night is Monday Night”

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With just a few weeks until football season kicks off, ESPN is introducing its new Monday Night Football campaign, created in collaboration with NFL Films.  The campaign will run throughout the 2014 NFL season and feature the new tagline: “No Other Night is Monday Night.”

Tunnel,” the first of several 30 and 15-second spots, rolls out today featuring up-close, documentary-style footage of some of the NFL’s top players: Tom Brady, Drew Brees, Dez Bryant, Robert Griffin III, Brandon Marshall, Cam Newton and Jason Witten.

Additional spots from the series launching today, featuring a similar approach, showcase Washington Redskins quarterback Griffin, Denver Broncos quarterback Peyton Manning, Chicago Bears wide receiver Marshall and the Super Bowl champion Seattle Seahawks, as each of them prepare to take the field for a Monday Night game. Throughout the season, this documentary-style featuring a NFL Films original musical score in the background, will highlight the weekly match ups of the Monday Night Football schedule.

“Since our first season of ESPN Monday Night Football in 2006, we’ve always sought to elevate and differentiate primetime NFL viewing on Monday nights from other primetime NFL viewing because it offers a unique experience for — and has different resonance with — fans.” said Aaron Taylor, senior vice president of marketing at ESPN. “While we’ve employed humor to help communicate that differentiation in the past, this year the team sought to focus on the drama and intensity of Monday night through the footage of NFL Films.  Monday Night Football holds a special place in the hearts and minds of football fans and players alike.  Wieden + Kennedy and NFL Films  have come together to effectively demonstrate just why that is.”

The footage was captured during MNF games from both this season and the previous one, enabling ESPN to showcase the excitement of the game as never before. Wieden + Kennedy New York is the creative agency.

The 45th season of Monday Night Football will kick off on ESPN with a doubleheader Monday, September 8 – New York Giants at Detroit Lions (7 p.m. ET) and San Diego Chargers at Arizona Cardinals (10:15 p.m. ET).  ESPN’s 17-game regular season prime time schedule in 2014 will feature all 12 playoff teams from 2013, including both the defending Super Bowl champion Seattle Seahawks and AFC champion Denver Broncos. ESPN will also televise the Pro Bowl and, for the first time, a NFL Wild Card playoff game.


ESPN’s Monday Night Football 

ESPN’s Monday Night Football ranked as the most-watched series on cable television for the eighth straight year in 2013, drawing six of cable’s 10 biggest audiences for the calendar year among viewers (seven of 10 among households). ESPN’s 17 MNF telecasts in 2013 averaged an 8.6 US rating and an average of 13,679,000 viewers (P2+), according to Nielsen.  Additionally, ESPN ranked as the No. 1 network all 16 weeks for men 18-49, and 15 of 16 Monday nights last season among coveted key male demographics (men 18-34 and 25-54) and adults 18-34, while winning the night among households and viewers on eight Mondays last fall. In eight seasons on ESPN, MNF has registered five of the top 10 all-time biggest household audiences in cable history. (Only ESPN Bowl Championship Series college football telecasts since 2011 rank higher.)


Ana Livia Coelho

Ana Livia Coelho is a Senior Publicist in New York, overseeing FiveThirtyEight as well as ESPN’s Consumer Marketing, Ad Sales, Affiliate Sales, Consumer Products and Research groups. She is a native Brazilian and a graduate of the Indiana University School of Journalism and the Universidad Complutense de Madrid.
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