It’s “Week One” in NFL land. How did you game turn out yesterday?
Tonight on Monday Night Football, ESPN is breaking new creative from Droga5.
“Whether it’s a memorable play or an infamous fumble, achieving highlight status on SportsCenter is a badge of honor,” said Wanda Young, SVP of Marketing and Consumer Engagement, ESPN.
In the television spot, “Reflection,” a football player lamenting a botched play is visited by a disembodied Kenny Mayne, who lets him know that the moment is definitely going to be on SportsCenter. Unfortunately for the player, it will be a part of the Not Top 10 segment, where highlights are celebrated for their infamy, rather than achievement.
This Fall, ESPN’s game producers will begin flagging SportsCenter-worthy moments in real time. During live game action, That’s Gonna Be on SportsCenter graphics will appear when Top 10 or Not Top 10 moments occur, serving as a natural extension of the campaign.
Fans will have an opportunity to get in on the action as well with themed GIFs with the campaign expression, which will be loaded into the GIPHY library. From there, fans can identify their own SportsCenter highlights and share them across social media.
“We wanted to reaffirm why SportsCenter is the go-to destination for all the highlights, lowlights, and everything in between that exists in the world of the SportsCenter audience. At the end — and beginning — of the day, SportsCenter serves as the ultimate curator that sees and breaks down everything that unfolds in sports, and those highlights are paramount to that experience,” said Brandon Pierce, Group Creative Director, Droga5.