New ESPN College Football Playoff Campaign Reminds Fans that “Everything Matters”

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New ESPN College Football Playoff Campaign Reminds Fans that “Everything Matters”

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Today ESPN began airing “Everything Matters,” the inaugural spot in a fan-first campaign designed to build excitement for the new college football season. The campaign is all part of the ongoing “Who’s In?” effort, which launched in 2014 – the inaugural year of the College Football Playoff.  The “Everything Matters” creative taps into the fun, and at times quirky traditions that fans, coaches and players have on game day, borne out of the belief that every decision, on and off the field, can impact the journey to the College Football Playoff.

“As the last four years have shown us, the path to the College Football Playoff is unpredictable, and superstition and tradition often play a role in how fans experience the season,” said Wanda Young, ESPN’s SVP of Marketing and Consumer Engagement. “We wanted to give a wink and a nod to what every fan knows in their heart: college football is more than what happens on the gridiron. It’s also the little things off the field that allow fans to have a real impact on their team’s journey.”

The schools represented in the initial kickoff spot include:

  • Alabama
  • Georgia
  • Oklahoma
  • Michigan
  • Penn State
  • Ohio State
  • USC
  • Texas
  • Washington
  • Notre Dame
  • Clemson
  • Texas A&M (with appearance by head coach Jimbo Fisher)
  • UCF
  • Miami

The campaign will run across ESPN and ABC platforms during the college football season, with new spots in rotation as the season progresses. In addition to the Kickoff Anthem, ESPN will launch an SEC-centric version that includes all 14 SEC schools and will be featured on the SEC Network. McKinney is the creative agency for the campaign.

ESPN will celebrate the return of college football with an early season schedule that is unrivaled and unmatched in the industry, featuring marquee teams from all 10 FBS conferences and the nation’s top programs playing key conference and non-conference matchups across ESPN and ABC networks. ESPN’s schedule for the first three weeks launches a season-long regular season campaign which culminates with six conference championship games and leads into a postseason featuring 35 Bowl Games – including the New Year’s Six – and the College Football Playoff National Championship Presented by AT&T. ESPN will also air every snap of the NCAA Division I Football Championship and crown the Division II and III National Champions.

Full Credits follow.

Agency: McKinney

Client: ESPN CFB Playoff

Campaign: “Everything Matters”


Emeka Ofodile: VP, Sports Marketing

Pallav Tamaskar: Director, Sports Marketing

Willis Hulings: Manager, Sports Marketing

Margaret Davis: Associate Manager, Sports Marketing

Alexa Dettelbach: Coordinator, Sports Marketing

Caroline Tilton: Coordinator, Sports Marketing



Chief Creative Officer: Jonathan Cude

Group Creative Director: Owen Tingle

ACD / Art Director: Ellen Page

ACD / Copywriter: David Sloan

Copywriter: Dylan Meagher

VP Director, Content Production: Regina Brizzolara

Senior Producer: Nick Brenton

Business Affairs Manager: Miriam Hughes

Account Director: Ryan Gardiner

Account Manager: Maggie O’Donnell

Chief Strategy Officer: Walt Barron

Strategy Director: Kevin Murray

Director, Project Management: Sarah Williams


Production Company: Greenpoint Pictures

Director: The Hudson Dusters

Executive Producer: Tatiana Rudzinski

Executive Producer: Jordana Freydberg

Director of Photography: Logan Roos

Camera Operator:  Alex Levin

Producer: Jon Messner

Editorial: Whitehouse Post

Editor: Adam Marshall

Executive Producer: Caitlin Grady

Producer: Michael Somerby

Assistant Editor: Devin Stevens

Audio: Wave Studios

Executive Producer – Vicky Ferraro

Sound Designer/Mixer – Aaron Reynolds

Sound Designer/Mixer – Aaron Reynolds

Finishing: Carbon VFX

Colorist:  Aubrey Woodiwiss

Flame / Online: Chris Wiseman

Producer: Paul O’Beirne

Carbon EP: Frank Devlin


Amy Phillips

My responsibilities in the communications group are largely of the Corporate Communications variety. A Midwesterner at heart and a St. Louis Cardinals fan, I am grateful every day to call New York City home. An alumnus of the College of the Holy Cross, I hold out irrational hope that one day the school will recoup some of its former mid-century sports prowess.
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