NFL Players To Have Larger Role In United Way's New Campaign
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NFL Players Including Santana Moss Will
Have Bigger Presence In United Way Campaign |
NFL players this season "will have a bigger role" in United Way's integrated campaign, "Live United," according to Mike Beirne of BRANDWEEK. United Way, which is entering its 35th year of a partnership with the NFL, said that there will be "dozens of players appearing in this season's collection of United Way spots, typically one from each NFL team." Redskins WR Santana Moss, Bills S Donte Whitner and Colts S Bob Sanders will be in ads "specifically for the 'Live United' campaign," which "will focus on matters dealing with education, income and health." The campaign, created pro bono by McCann Erickson, N.Y., "includes TV, radio, outdoor, print and Internet in English and Spanish." Other marketing elements will include "more than 286 million impressions of donated online banner ad space on MSN.com, MSNBC.com and FoxSports.com appearing starting this week and running through Sept. 25." The United Way also will be the "only advertiser to appear on MSN.com during Sept. 1" (BRANDWEEK.com, 8/27).
ESPN SPOTS: BRANDWEEK's Barry Janoff reported three spots for ESPN's "Sunday NFL Countdown Presented By IBM," via Wieden & Kennedy, N.Y., will "continue a theme from last season that ESPN's people are not just experts, they are 'football' experts." Creatives will put ESPN talent in "nonfootball situations as judges at an antique show, a TV dance show and at a Congressional-type hearing." Meanwhile, 11 spots for ESPN's "College GameDay built by The Home Depot," via Ground Zero, L.A., "will ask, ' How well do you know 'College GameDay?'" (BRANDWEEK.com, 8/25).
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