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New W+K NY ‘DaDaDa’ Spot Combines New with Familiar for ‘SportsCenter’

ESPN’s latest W+K New York-created spot for SportsCenter is a bit of a departure from their usual advertising style. In the 1:01 spot, ESPN spotlights their trade mark “da da da” (you’ll know it when you hear it) spoken by a wide range of athletes (such as Maria Sharapova, Bubba Watson, RG III, Clayton Kershaw and Patrick Kane) in different situations.

Not centered around a comic premise, “DaDaDa DaDaDa” lets the highlights from many different sports, including ones you don’t care about (lacrosse, anyone?), do the talking for a majority of the spot — perhaps not a bad strategy (except for the lacrosse), considering that is why most people tune in to SportsCenter.

“Da Da Da” is also a departure in that it’s the first ESPN commercial in ten years to be shown on other networks, such as during NBC’s Sunday Night Football. Presumably a response to SportsCenter’s declining audience — and perhaps a reaction to new competitor Fox Sports 1 — the spot attempts to bring in new viewers by running on DirectTV, Adult Swim, Spike and Comedy Central. Whether or not the expensive spot can help SportsCenter fight the declining viewership brought on by the increased ease of finding sports highlights online remains to be seen. But lacrosse players everywhere are cheering. Credits after the jump.

Executive Creative Directors Scott Vitrone/Ian Reichenthal

Creative Directors Stuart Jennings/Brandon Henderson

Interactive Creative Director Gary Van Dzura

Copywriter Will Binder

Art Director Jared White

Head of Content Production Lora Schulson

Executive Producer Temma Shoaf

Producer Kelly Dage

PRODUCTION

Production Company RSA Films

Director Jake Scott

Executive Producer Tracie Norfleet

Head of Production Elicia Laport

Line Producer David Mitchell

Director of Photography Crille Forsberg

Editorial Company Mackenzie Cutler

Editor Gavin Cutler

Post Executive Producer Sasha Hirschfeld

Editorial Assistant Ryan Steele / Pamela Petruski

VFX Company Framestore

VFX Supervisor Mike McGee

Telecine Company CO3

Colorist Tom Poole

Mix Company Heard City

Mixer Keith Reynaud

Sound Designer Henry Boy

Producer Kate Gibson

MUSIC

Song “Yell It Out”

Artist The Derevolutions

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