Droga5's First Creative For ESPN Sees Focus On NBA Guards

Droga5, N.Y., yesterday rolled out "Life Needs Sports," its first creative for ESPN, which will serve as a brand platform "focused on culturally relevant moments and big-time athletic competition," according to David Gianatasio of ADWEEK. A "breezy, two-minute musical spot, 'Smaller,' timed to coincide with the NBA playoffs, celebrates the league’s 'small ball' players." The ad includes a rework of Skee-Lo's '95 hip-hop song "I Wish" that "inverts the notion" of the original song with lyrics that "praise small-ball style." Warriors G Stephen Curry, Rockets G Chris Paul, Celtics G Terry Rozier and Raptors G Kyle Lowry are all "featured in the mix." ESPN also "dropped a commercial" with several MLBers "adoring their bats with kisses, caresses, and in one case, a good lick" (ADWEEK.com, 5/9).