Patron "has begun rolling out a series of clutter-busting" ads in the late-night edition of ESPN's "SportsCenter," according to Anthony Crupi of AD AGE. The premium tequila brand "is placing 15-second transitional spots at the top of ESPN's flagship show, targeting broadcasts airing immediately after the NBA Finals and NHL Stanley Cup Final." Designed to "showcase Patron's new tagline ('It Doesn't Have to Make Sense to Be Perfect'), the spots offer wry commentary on that night's big game." For example, shortly after NBCSN's coverage of Game 4 of the Blackhawks-Lightning Stanley Cup Final, Patron "led off the midnight 'SportsCenter' with a nod" to the Blackhawks' 2-1 win. The copy that "accompanied the synth-scored glamour shot read, 'Tonight's forecast in the Windy City? 0% chance of Lightning.'" More spots "will appear throughout the summer following ESPN's presentation of 'Sunday Night Baseball.'" Patron "is also buying 30-second units in 'SportsCenter,' where it is running its new 'Perfection is a Paradox' spot." The creative executions "represent the first new work" from Mullen Lowe, L.A., while Mediahub handled the media planning/buying (ADAGE.com, 6/12).
