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Posts Tagged ‘Derek Jeter’

ESPN Reminds Viewers that Things ‘Happened’ in ESPYs Promos

The ESPYS are supposed to throw a nudge and a wink in the direction of typical award shows that take themselves too seriously. Athletes get all dolled up in dresses and suits, the host runs through some comedic skits, and the sporting world congratulates itself on the red carpet, all of which has appeal to the average viewer, because the sports world is usually unglamorous for the other 364 days of the year.

For the 2013 ESPYS, ESPN seems to have taken that care-free attitude to a whole new level, a level that borders on creative laziness. Amazing athletes and sporting events “happened.” For example, Robert Griffin III tells us that Gabby Douglas “happened,” and Lebron James “happened, with authority.” ESPN worked with creative agency 77 Ventures to produce a dozen or so spots in advance of the July 17 show that covers just about every positive sports story from the previous year. They all happened. Which makes you want to hit your head and let out a rhetorical, “duh?” ESPN wasted the chance to use its biggest stars like RGIII, Derek Jeter, Danica Patrick, and Ray Lewis to sell great games and plays. We know they happened. These inspiring sports stories can pretty much sell themselves, but this “Happened” campaign pushes the limit of less is more. For once, less is less. Less happened.

You can watch three more promos after the jump.

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Derek Jeter Becomes the Stalin/Mao of SoHo

Ok, not really, but in an attempt to stage the “world’s biggest shave” in Soho, BBDO New York and Gillette are erecting similarly styled billboards on the corner of Broome & Crosby Streets featuring the beloved Yankee. For three days, the bi-racial angel (as said in the movie The Other Guys) will go through a three-stage transformation: stubbly Jeter, shave-prepped Jeter and then finally ladies man Jeter.

The cycle will be repainted and repeated for three days through Sunday, March 6, portraying Gillette’s ongoing efforts to demonstrate the performance of its grooming regimen or as they like to put it, “Everyday Masterpiece.”
Peep photos of the outdoor transition after the jump.

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Gillette Finally Cuts Ties with Tiger Woods

Seeing as we were in our Xmas-induced coma, we glanced over the fact that Tiger Woods‘s relationship with Gillette will come to an end on Dec. 31. It was only a matter of time, since the brand basically phased Woods out of its Champions campaign following his marital maelstrom late last year.

In the case of Gillette at least, Woods isn’t being singled out thanks to his indiscretions–at least according to his agent, Mark Steinberg, who tells USA Today, “Gillette is ending their ‘Champions’ campaign. That is the reason for not continuing.” He might have a point as other Champions athletes are getting dropped by the P&G brand at year’s end as well, including footballers Thierry Henry and Lionel Messi. The aforementioned campaign kicked off in 2007 and used 38 different athletic endorsers from seven sports to spread the Gillette message to 180 countries.

Still, one can obviously assume had Woods not completely fallen from grace as quickly as one of his tee shot strokes, he still would be a proud fixture on the Gillette roster. After all, his old Champions chums Roger Federer and Derek Jeter are being kept on board by the brand for local and global marketing efforts.

In case you weren’t keeping score, here are some links to recap the Woods sponsorship fallout over the past year:

Gatorade Drops Tiger Woods

Accenture Really Wants Nothing to Do with Tiger Woods

Tiger Woods’ Libido Costs Loyal Sponsors $12 Billion

Tag Heuer Tames Relationship with Tiger