Fruit Of The Loom ran two real-time spots within ESPN’s SportsCenter progamme: marking the first time the sports broadcasting giant has worked live ads into its telecast.
The show, hosted by Kenny Mayne, included ‘live read’ spots that saw an ESPN employee wearing Fruit of the Loom sweats as an extension of the clothing brand’s ongoing ‘Sweet in Sweats’ campaign.
11P SC FRUIT OF THE LOOM LIVE COMMERCIAL from ESPN Branded Content on Vimeo.
This strand of the ‘Sweet in Sweats’ work saw the debut of two new digital videos – both focusing on demonstrating just how great it feels to wear the new Fruit of the Loom sweats (which now come with a feature called ‘dual defense technology’).
The two digital spots, created by Fruit Of The Loom in harness with agency Crispin Porter + Bogusky and ESPN’s CreativeWorks team, aim to express ‘how good and comfortable people feel when they put on a pair of sweats’.
The ‘Feeling Sweet in Sweats’ concept and jingle run through to the live SportsCenter commercials.
“Paired with Kenny Mayne’s unique style, it’s is a perfect match to showcase the Men’s Fleece line in a fun way,” commented Fruit Of The Loom’s Bryse Yonts.
Comment:
These new digital spots, created in harness with agency Crispin Porter + Bogusky, were inspired by classic, old school ads from the 1980s: an era in advertising when people seemed to be keen to spontaneously jump in the air as an expression of joy to celebrate a product.
ESPN is under commercial pressure from all sides as it loses viewers to rival broadcasters and new social media brands moving into the sports content space.
Little surprise then it is increasingly open to new commercial thinking and experimentation.
Links:
ESPN
https://www.youtube.com/user/ESPN
https://www.instagram.com/espn/
Fruit Of The Loom:
https://www.youtube.com/user/fruitoftheloom
Crispin Porter + Bogusky
