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Creative

ESPN's SportsCenter Campaign Hilariously Celebrates Sports Show's Iconic Status

Tongue-in-cheek new brand campaign by Droga5 New York leans into SportsCenter’s influence on sports culture

ESPN's SportsCenter Campaign Hilariously Celebrates Sports Show's Iconic Status

ESPN has unveiled its new campaign, That’s Gonna be on SportsCenter, focused on its flagship program. The campaign launches on Monday, September 10, and highlights a phrase that became part of the sports lexicon years ago, as the show became embedded into the fabric of sports culture. That’s Gonna be on SportsCenter is a reminder and celebration that there are moments in sports, and then there are SportsCentermoments.

Droga5 is the creative agency, and led the concept, creative development and direction for the multiplatform campaign.


“Whether it’s a memorable play or an infamous fumble, making it to highlight status on SportsCenter is a badge of honor,” said Wanda Young, SVP of Marketing and Consumer Engagement, ESPN. “That’s Gonna be on SportsCenter is an aspirational phrase uttered by athletes and fans alike, and we’re shining a light on its significance with this campaign.”

Added Norby Williamson, EVP and Executive Editor, Studio Production, “Fans have a personal connection with SportsCenter, regardless of where they engage with the show. The context and personality we provide around a highlight is a key differentiator, and this campaign illustrates the fact that it’s not truly a highlight unless it has made it on SportsCenter.”

That's Gonna Be on SportsCenter is a multi-dimensional campaign that will come to life and engage fans across the ESPN platform. In the initial television spot, “Reflection,” a football player lamenting a botched play is visited by an other-worldly Kenny Mayne, who lets him know that the moment is definitely going to be on SportsCenter. Unfortunately for the player, it will be a part of the Not Top 10 segment, where highlights are celebrated for their infamy, rather than achievement.

Coming this Fall, ESPN's game producers will begin flagging SportsCenter-worthy moments in real time. During live game action, That's Gonna Be on SportsCenter graphics will appear when Top 10 or Not Top 10 moments occur, serving as a natural extension of the campaign.

Fans will have an opportunity to get in on the action as well with themed GIFs with the campaign expression, which will be loaded into the GIPHY library. From there, fans can identify their own SportsCenter highlights and share them across social media.

"We wanted to reaffirm why SportsCenter is the go-to destination for all the highlights, lowlights, and everything in between that exists in the world of the SportsCenter audience. At the end -- and beginning -- of the day, SportsCenter serves as the ultimate curator that sees and breaks down everything that unfolds in sports, and those highlights are paramount to that experience," said Brandon Pierce, Group Creative Director, Droga5.

SportsCenter has been ESPN’s signature news and information brand since the launch of the network, inventing the genre and setting the standard for serving sports fans. SportsCenter has evolved into a multiplatform presence and millions of fans connect with SportsCenter on a daily basis via television, the ESPN App and on social media platforms including Twitter, Instagram, Facebook, Snapchat and more.

That’s Gonna be on SportsCenter will complement the existing This is SportsCenter campaign, which launched in 1995 and includes a library of more than 400 spots.

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Client

Advertiser: ESPN

Creative Agency

Copywriter: Evan Barkoff

Art Director: David Spradlin

Chief Creative Officer: Neil Heymann

Group Creative Director: Brandon Pierce

Group Account Director: Shane Chastang

Director of Film Production: Jesse Brihn

Director of Business Affairs: Jocelyn Howard

Senior Project Manager: Laura Rothman

Account Director: Marissa Guerra

Communications Strategy Director: Michael Pignone

Executive Producer, Film Production: Tricia Lentini Himot

Design director: Mark Yoon

Co-Head of Strategy: Harry Román-Torres

Senior Business Affairs Manager: Kiki Powell

Communications Strategist: Emily Langham

Legal Counsel: Sarah Fox, Zachary Werner (Associate)

Associate Account Manager: Melissa Pasternak

Associate Producer, Film: Holly Schussler

Senior Strategist: Newman Granger

Data Strategist: Emily Langham Joshua Gordon

Global Chief Strategy Officer: Jonny Bauer

Chief Creation Officer: Sally-Ann Dale

Print Producer: Rose Mahan

Strategy Director: Kevin DeStefan

Designer: Erin Wilson

Creative Chairman: David Droga

Category: Publications and media , Tv and radio