'It All Comes Down to Monday Night' debuts

August, 13, 2012
8/13/12
3:00
PM ET


Jerry Jones watches from his owner’s suite on the signature Diamond Vision board at Cowboys Stadium.

Patriots tight end Rob Gronkowski tunes in while working out upside-down in gravity boots.

Jets cornerback Darrelle Revis won’t miss a play, even as he poses for a “Revis Island” portrait.

You get the idea.

When it comes to Monday Night Football, players, coaches, team executives — they are all watching.

ESPN’s new MNF campaign, which we previewed on Front Row Friday, debuts today and the video above features the kickoff anthemic spot.

“With the new tagline 'It All Comes Down to Monday Night,' this year’s campaign speaks to the notion that MNF is the one game each week that the entire league and its fans get to watch -- and that MNF is the official final word of the NFL week,” notes ESPN Marketing senior director Seth Ader, who is overseeing the campaign.

In the coming weeks, Detroit Lions quarterback Matthew Stafford will star in a second MNF ad; ESPN’s third spot (airing later this fall) will have a Fantasy Football focus. Wieden + Kennedy NY is the creative agency for ESPN’s MNF campaign.

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