| | Over the years, SportsCenter has become a vital part of the vernacular of fans and professional athletes alike. In this latest campaign for ESPN's franchise program, the objective was to inform viewers of the new set programming times for SportsCenter.
This group of spots features athletes talking about how watching a specific SportsCenter at a specific time is a major part of their everyday lives. "We put them in relatively realistic situations and punctuated the spots with a related joke," said Jon Goldberg, copywriter at Wieden & Kennedy, ESPN's advertising agency on the project. "We thought fans would really enjoy seeing these athletes outside of their usual domain."
In each spot the athlete mentions the time he likes to watch SportsCenter, thus prompting the question (and tag line for the campaign), "Which SportsCenter do you watch?"
Goldberg continued: "In creating the spots, sometimes we thought of the athlete first -- as with Vince Carter watching a tape of SportsCenter in his limo -- and sometimes the idea for the spot came first, like the bedroom setting where Keyshawn Johnson wakes up just in time for a late-morning show. In either case, the athletes we chose were all low-key, approachable people whom fans could relate to."
Spence Kramer, ESPN's Director of Advertising and Program Marketing, warns that running a new campaign on television isn't as easy as it seems. "In fact, the spot featuring basketball player Steve Francis never aired on any of our networks (this website is the only place you can see it). Right after completing the spot, Francis was traded from the Vancouver Grizzlies to the Houston Rockets. But, as you'll see in his spot, Francis mentions how much he's looking forward to playing in Vancouver."
ESPN had to pull the Vince Carter spot, as well. SportsCenter's evening start time is now 6:00 p.m. ET, but you might notice that Carter mentions how much he looks forward to seeing himself dunk on " . . . Nightlights at 6:30 the next day." Such is life in the ever-changing world of advertising, sports and television.
So, the pros have decided which SportsCenter they watch . . . how about you?Which SportsCenter do they watch?
| | Ricky Williams
The Saints rookie enjoys the 6 p.m. SportsCenter but has words of caution.
Real: 56.6 | ISDN | T1
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| | Jerome Bettis
The Bus runs late at night. This Nielsen-wannabe prefers the 11 p.m. show over any sitcom.
Real: 56.6 | ISDN | T1
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| | Keyshawn Johnson
To keep in training, the Jets receiver makes the 11 a.m. SportsCenter a must-see.
Real: 56.6 | ISDN | T1
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| | Ricky Watters
The Seahawks running back likes to get the jump on the 10 a.m. SportsCenter.
Real: 56.6 | ISDN | T1
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| | Steve Francis
Before Francis left the Grizzlies, he was grounded with the 11 p.m. Pacific show.
Real: 56.6 | ISDN | T1
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| | Vince Carter
The Raptors man likes his highlights to appear on all SportsCenter timeslots.
Real: 56.6 | ISDN | T1
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