ESPN is out with a new SportsCenter ad. Judging by all the coin the network spent to get all these athletes to say Da-Da-Da, it looks like another attempt by the network to reinforce the notion of who’s No. 1 to Fox Sports 1.
What do you think? A highlight: Patrick Kane getting taken out after his Da-Da-Da.
Official rundown below:
From ESPN:
On Saturday, Sept. 21, ESPN launched a new campaign in support of its flagship program, SportsCenter. Entitled “DaDaDa DaDaDa,” the campaign focuses on the iconic sound all fans associate with the show, and with great sports moments. The 60-second launch spot features a range of athletes – from professionals to little leaguers – who subtly and not-so-subtly call out their “DaDaDa” moments. Wieden+Kennedy New York is the creative agency.
“This campaign grew out of research we did in order to better understand the role SportsCenter plays in fans’ lives given all the access points for sports news, information, and highlights provided by new technologies,” said Aaron Taylor, senior vice president of marketing. “Fans have a strong emotional connection with the show. And, what we realized is that ‘DaDaDa’ is emotional shorthand for, not only the great moments that happen in sports, but how SportsCenter presents those moments – giving context to them with perspective and personality.”
The TV campaign is running across ESPN networks and beyond, and will include halftime of Monday Night Football when the Denver Broncos host the Oakland Raiders. Digital creative beings today as well and, after the initial launch phase, will be updated to highlight timely “DaDaDa” moments. Outdoor digital billboards will run in New York, Chicago and Los Angeles, and can also be updated to drive fans to SportsCenter for breaking news and highlights.
Athletes featured in the spot include:
Chris Chester, Robert Griffin III, Kory Lichtensteiger, Will Montgomery, Alfred Morris, Tyler Polumbus, Trent Williams – Washington Redskins
Stephen Curry – Golden State Warriors
Landon Donovan – Professional soccer player
Sam Gagner – Edmonton Oilers
Jimmie Johnson – NASCAR driver
Patrick Kane – Chicago Blackhawks
Clayton Kershaw – Los Angeles Dodgers
Andrew McCutchen – Pittsburgh Pirates (highlight called by Greg Brown, the voice of the Pirates)
Jason Pierre-Paul and Justin Tuck – New York Giants
Paul Rabil – Boston Cannons Lacrosse
Maria Sharapova – Professional tennis player
Bubba Watson – professional golfer
Russell Westbrook – Oklahoma City Thunder