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SBD Global/January 3, 2013/Marketing and Sponsorship

ESPN Promotes FA Cup Through New Multimedia Campaign

ESPN is promoting its coverage of the '12-13 FA Cup through a multimedia campaign, "Cup Of Dreams," which "demonstrates how important the tournament can be to fans," according to Maisie McCabe of CAMPAIGN LIVE. The main two creatives play on the idea that when a football fan’s team is doing well in the FA Cup "they can think of little else, whether they are an electrician wiring a big building or a dad decorating his child’s bedroom." The electrician creative "will appear on outdoor sites in a campaign targeted to the clubs playing in the tournament’s third round." The TV campaign will also include the film "Play Room," while promos on ESPN’s channels will include four further creatives. ESPN and media brand agency BDA Creative produced the campaign. At BDA, the copywriters were Sally Bowness and Paul Maley. Exec Creative Dir Pete Conolly "led the creative direction." BDA Senior Dir Richard Cousins directed the films while the stills photographer was Dylan Collard (CAMPAIGN LIVE, 12/26).
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