Sports broadcaster ESPN leverages the climax of the college football season with the final phase of its season-long ‘Everything Matters’ college football campaign via work that pays homage to the sacrifices fans have made in the lead up to the championship game.
The creative focuses on the theme of sports fan obsession: something identified not by the repetition of a single activity, but rather by the number of other things which are sacrificed and given up to pursue that obsessive passion.
The campaign, developed by agency McKinney, showcases all the many things the millions of obsessive US college football fans have ignored for their love of the game.
Launched to leverage the 7 January 2019 National Championship Game – between the nation’s two dominant college teams Alabama and Clemson – the showdown is also position as a welcome end to the season for the long-suffering fans.
ESPN’s ‘Everything Matters’ campaign’s final spot aired prior to the big game between the University of Alabama’s Crimson Tide and the Clemson Tigers.
This 30-second spot features clips of games from the 2018/19 season, inter-cut with just some of the events and people that fans missed out on so they wouldn’t miss their favorite teams in action.
From chores and jobs, to telephone calls and meals and even relationships were all set aside to watch the football.
It also shows fan reactions to the unfolding season: losses leading to anger and frustration, plus success followed by prayers and lucky rituals.
The spot, directed by The Hudson Dusters via Greenpoint Pictures, is set to the track ‘I Put A Spell On You’.
The hero commercial was further supported with additional content pieces across the media giant’s digital and social channels,
TONIGHT pic.twitter.com/zhQIPUR45V
— ESPN (@espn) January 7, 2019
The campaign, launched on 4 January, was developed by a McKinney team that included Chief Creative Officer Jonathan Cude, Group Creative Director Owen Tingle, Art Director Ellen Page, Copywriters David Sloan and Dylan Meagher, VP Director of Content Production Regina Brizzolara, Senior Producer Nick Brenton, Business Affairs Manager Miriam Hughes, Account Directors Ryan Gardiner and Maggie O’Donnell, Chief Strategy Officer Walt Barron, Strategy Director Kevin Murray and Director of Project Management Sarah Williams.
The production company was Greenpoint Pictures and the director was The Hudson Dusters, audio was by Wave Studios and finishing by Carbon VFX.
Comment:
It was back in August that ESPN first launched ‘Everything Matters’ with an inaugural spot in this fan-first campaign that was designed to build excitement for the new college football season.
‘Everything Matters’ aimed to tap into the fun and quirky traditions that fans, coaches and players have on game day.
Each one born out of the belief that every decision, on and off the field, can impact the journey to the College Football Playoff.
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