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Indiantelevision.com's Media, Advertising & Marketing Watch

ESPN US comes out with new ads to promote 'SportsCenter'

Indiantelevision.com Team

(22 November 2004 2:00 pm)

MUMBAI: A new round of This Is SportsCenter commercials will roll out this week on all ESPN networks in the US. The announcement was made by ESPN executive VP marketing Lee Ann Daly. In India ESPN has a localised Hindi version of SportsCenter.

The ads will have a mocumentary style to them. The ads will feature Star Wars characters, including R2-D2, C-3PO, Darth Vader and a Stormtrooper. Then you have sports superstars like tennis Grand Slam champion Andy Roddick, heavyweight boxing icon Lennox Lewis, US soccer team gold medalist Heather Mitts and spelling bee champion David Tidmarsh.

The six new spots, created by Wieden + Kennedy New York and were shot last month on the ESPN campus in Bristol, Connecticut. In Nickname Roddick stops by a SportsCenter Stuart Scott's office and is curious as to why Stuart no longer calls him "A-Rod."

Idle Hands sees Roddick passes time waiting outside an office at SportsCenter with a few friends. Space Anchors looks to promote SportsCenter's new HD technology. The ad puts forth the message that the broadcaster had to hire more sophisticated staff, including Chewbacca, C-3P0, R2-D2 to lend a helping hand with the new technology.

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