US sports broadcaster ESPN hyped fans for the new 2022/3 NFL season from 1 September through a creative platform called ‘Ready For Football’.
Created by agency Arts & Letters, the marketing burst promoting the broadcaster’s NFL programming spans TV, digital and social.
A 60-second commercial sits at the heart of the campaign titled ‘All In For Football’ which brings to life the myriad of ways fans prepare for a new football season. The ad, called ‘NFL on ESPN: All IN For Football’, features a series of comic vignettes of NFL fans and personalities – both committed and casual – preparing for kickoff. The channel’s new Monday Night Football announcer duo Joe Buck and Troy Aikman also make a cameo.
The hero spot, which was helmed by O Positive Director Jess Coulter and edited by Exile’s Katie Turinski (who also handles the spot’s voiceover), includes the copy: “It’s that time of the year when we ask, “Are you ready for football?” But this season, we’ve got a few follow-up questions.”
The campaign was briefed in by an ESPN marketing and production team which included EVP of Commercial Marketing at Disney Networks & ESPN Laura Gentile, VP of Sports Marketing Emeka Ofodile, Senior Director of Sports Marketing Curtis Friends, Coordinators of Sports Marketing Leah Jones and Nidhi Bhagat, Music Director Kevin Wilson, Associate Directors of Marketing Production Matt Cheron and Jon Little and Director of LAPC Gary Reynolds.
The campaign was created by agency Arts & Letters Creative Co where the team included Founder and Executive Creative Director Charles Hodges, Director Of Strategy Andy Grayson, Director Of Production Temma Shoaf, Creative Directors Andrew Kong And Nj Placentra, Creative Director Molly Jamison, Creatives Amy Wheeler And Zac Milner, Executive Producer Calleen Colburn, Senior Producer Rachel Acors, Producer Sean Riojas, Group Business Director Brenda Schneider, Business Director Martin Madriaga, Business Manager Lauren Lawson, Strategy Director Alex Morrison, Strategist Bodi Karsono, Director Of Business Affairs Lenora Cushing, Business Affairs Jennifer Kmetzsch and Music Supervisor Casey Wheeler.
The production company was O Positive with Director Jess Coulter, Executive Producers Ralph Laucella and Marc Grill, Line Producer/HOP Devon Clark, Director Of Photography Doug Chamberlain and Production Designer Dan Ouellette.
The edit house was Exile with Editors Katie Turinski And Travis Moore, Senior Cutting Assistant Shane Van, Assistant Editor Anchor Mak, Executive Producer Sasha Hirschfield, Lead Producer Laurenn Reed, while VFX was handled By Preymaker with Lead Artist Mark Sanna, Producer David Kong and Executive Producer Will Mok. Colou was by Rare Medium, Audio Mix by Wave Studios and original music by Walker.
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This campaign replaces ESPNs previous ‘All In For Football‘ 2021 NFL season campaign
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