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SBD/July 15, 2014/Marketing and Sponsorship
ESPN, History Team Up On SportsCenter Spot, Featuring "American Pickers" Hosts
Published July 15, 2014
MASTER OF PUPPETS: ROLLING STONE's Kory Grow noted Metallica is featured in a spot for "SportsCenter" that aired during last night's MLB Home Run Derby. The commercial "plays off the idea" that since former MLBer Mariano Rivera retired at the end of last season the band does not "know what to do with themselves" now that he no longer comes into games to their song, "Enter Sandman." As a result, they have "started coming up with their own ideas." Metallica drummer Lars Ulrich said, "ESPN's commercials have a tendency to be hilarious. We were like, 'That sounds like a good time.'" The band "filmed a variety of situations for the 30-second spot, all of which the drummer says were funny but he won't divulge the setups in case they're used for future commercials." Ulrich: "All these anchors and sports personalities are just so incredibly good at the deadpan element. It's just really fun to be around that environment, because there's a high degree of impulsivity and they don't take themselves very seriously" (ROLLINGSTONE.com, 7/14).