ESPNews To Get Marketing Push To Promote Network
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ESPN Promoting ESPNews
In “Stay Current” Ad Campaign |
ESPNews next month will get its “first major marketing support in a push
focusing on the advantages of watching” the network, according to Barry
Janoff of BRANDWEEK. The “Stay Current” campaign, via Wieden &
Kennedy, N.Y., breaks Monday with two 30-second TV spots running across ESPN nets
and “possibly ABC,” with support including radio, Internet and print
in ESPN The Magazine. The ads take a “humorous look at sports fans whose
bad opinions make it seem as if they are talking out of their butts.” In
“Mike,” a man tells his friends the Spurs have “no chance this
year,” and Millsaps College is “going to the Final Four.” The
ad positions ESPNews as the solution to the man’s lack of information. At
the end of the spot the man says, “Now I know sports. Better yet, I sound
like I know sports” (BRANDWEEK, 1/29 issue).
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