THE FOLLOWING PREVIEW HAS BEEN APPROVED BY ESPN'S X GAMES

          ESPN launches a promotional campaign for its X Games
     this week "that emulate[s] Hollywood hype by appropriating
     the movie trailer format," according to Jeff Jensen of AD
     AGE.  The commercials were created by Wieden & Kennedy,
     which shot five spots, each featuring a star athlete from
     one of five major X Games sports.  In one spot, skateboarder
     Tony Hawk is a "Fugitive"-like hero, set up by enemies on
     his way to the Games.  Another spot features street luger
     Daryl "Lugenstein" Thompson cast as a James Bond-like hero
     who must save the Games from ruin.  ESPN Dir of Advertising
     Tom Clendenin said the net "wanted to create the feel of a
     summer blockbuster for the X Games."  Clendenin wouldn't
     reveal the dollar value of the media push, which will run on
     ESPN, ESPN2 and ESPNews through June.  Jensen adds that the
     spots will "probably" also be seen on ABC (AD AGE, 4/27).