ESPN Focuses on the Immediacy of Live Sports in Ad Campaign

ResearchSales & Marketing

ESPN Focuses on the Immediacy of Live Sports in Ad Campaign

Today ESPN launches the first ad from a new integrated campaign focusing on the power of live sports. Featuring a series of spots and digital and social elements, the campaign illustrates the urgency of ESPN’s live content and how other media – like social or streaming media – can wait.

The inaugural 30-second commercial, titled “Queue,” showcases a familiar scenario: a woman flipping through her movie queue, contemplating her options based on a recommendations algorithm. But she has an “A-ha” moment when she realizes her team is about to play a potentially historic game on ESPN and unlike a movie, she must watch the game right then or be left out.  Spots that follow take a similar approach, pointing out that other fan behaviors such as responding to daily birthday reminders or frequent sharing of food photos via social media can happen anytime and should take a backseat behind being part of the real-time sports conversation.

The campaign was developed in collaboration with creative agency 72andSunny’s New York Office. Additional commercials and elements to debut in the coming weeks.


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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