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Posts Tagged ‘Gloria Pitagorsky’

W+K NY, Metallica Rock out ‘This is SportsCenter’


W+K New York have a new “This is SportsCenter” spot for ESPN featuring Metallica.

The agency has some fun with the idea that with Mariano Rivera now retired, Metallica doesn’t have a lot to do around the ESPN offices. Metallica looks for other athletes in need of entrance music, with less than satisfactory results, as well as other things to do around the office. Hosts Jay Harris, Scott Van Pelt and Stuart Scott also appear in the spot, which debuts today in anticipation of tonight’s Gillette Home Run Derby. The spot neglects to mention that Metallica still provide entrance/walk-up music for players including Rays reliever Grant Balfour, Phillies closer Jonathan Papelbon and White Sox first baseman Paul Konerko, but then that would kind of ruin the premise. Stick around for credits after the jump. Read more

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Translation Dives Into Summer for Champs

Translation, New York has a new campaign for Champs (for whom they are agency of record), entitled “Game Never Sleeps.”

The campaign celebrates the summer with a series of spots highlighting nocturnal sporting highjinks and a pool party rooftop dive. In the ridiculous 30 second-spot “One Giant Leap” a party-goer takes a rooftop leap into a pool. Only he realizes mid-jump that he left his prized kicks on. Somehow, he has the presence of mind to to quickly slip them off, unharmed, while also managing to make it into the pool. Other spots in the campaign are a bit more plausible, featuring nighttime games of basketball and football. Stay with us after the jump for “Let There Be Light” and “Nightglow,” along with credits. Read more

Bryce Harper Gets Emotional in W+K NY’s Latest ‘This is SportsCenter’ Spot

W+K New York tapped young Washington Nationals star Bryce Harper for their latest “This is SportsCenter” spot for ESPN, choosing to go an unexpected route with the outfielder.

In the 30-second spot, Harper sits in an office watching Field of Dreams with SportsCenter host Hannah Storm. During the movie’s concluding scene, both Harper and Storm get emotional. When Harper leaves to call his dad, he passes hosts John Anderson and Bram Weinstein in the hallway, who remark on Harper’s intimidating eye black — although by now viewers know better. It follows in the successful “This is SportsCenter” formula of toying with a star athlete’s perceived persona, and while it doesn’t add anything new to the approach it feels like a welcome addition, especially with the All-Star Game right around the corner. Stick around for credits after the jump. Read more

W+K NY Unveils New, High-Tech SportsCenter Set

W+K New York unveils the new high-tech SportsCenter set, complete with a few bugs, in the latest in their long-running “This Is SportsCenter” series.

SportsCenter is set to debut their new studio on June 22nd, and the new spot takes place on the set of the 194,000 square foot Digital Center 2. In the 30-second spot, entitled “Universal Remote,” anchor Kevin Negandhi shows off the studio’s capabilities to fellow host Hannah Storm using a universal remote. The button on the remote that’s supposed to control the desk appears to be faulty, however, with Washington Nationals’ mascot Theodore Roosevelt, along with anchors Jay Crawford and Jay Harris, taking full advantage of the unintended and comical consequences. It’s a fun introduction to the new studio that manages to show off some of its new capabilities without taking itself seriously. Stick around for credits after the jump. Read more

U.S. Midfielder Bradley Takes Center Stage in Latest SportsCenter Spot

With the FIFA World Cup set to kick off next week, the ESPN marketing onslaught continues, this time starring U.S, National Team midfielder Michael Bradley, who co-stars alongside the WWL’s anchor Bram Weinstein in the latest SportsCenter spot from W+K New York. In the :30 clip above, Bradley’s accompanied by a little sidekick as he makes his rounds throughout the Bristol campus of ESPN, which holds the English-language rights for the World Cup, which takes place place as you might know in Brazil.

This latest effort marks the 400th-plus “This is SportsCenter” spot from the network, which also marks its eighth World Cup broadcast. It’s a more subdued than previous ads, though the tinge of dry humor remains intact, and yes, this one’s for the kids (after all, the little ones accompany each player in the pitch). O Positive director David Shane once again returns to the fold, following up his Bubba Watson-starring SportsCenter spot from two months ago with a well-timed piece that has chanting USA ahead of the world’s biggest stage.

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W+K New York Taps Strasburg in Latest for SportsCenter

W+K New York called on the services of Stephen Strasburg for the latest in their “This is SportsCenter” series and the Washington Nationals ace doesn’t disappoint.

In the 30-second spot, “Frozen Lunch,” SportsCenter host Bram Weinstein angrily searches the break room for his Lean Cuisine while Strasburg ices his arm. Weinstein decides that the best way to find the culprit is to send out an angry email and storms out, while the true whereabouts of his “glazed turkey tenderloins” are revealed. Strasburg and Weinstein’s interactions make for some pretty entertaining moments, including a funny throwaway line from Weinstein near the spot’s conclusion, and it’s nice to see Strasburg getting the spotlight from W+K and ESPN. When successful,”This is SportsCenter” spots can be a lot of fun, and this latest entry from W+K New York definitely qualifies as a success. Stick around for credits after the jump. Read more

W+K’s New ‘This is Sportscenter’ Ad Showcases Big Game Mascot Rivalry

More from W+K, as W+K New York have unveiled their latest “This is Sportscenter” offering.

The 30 second spot, “Long Week,” celebrates Super Bowl XLVIII with a fun look at the rivalry between Denver Broncos’ mascot Miles and Seattle Seahawks’ mascot Blitz. Set in an elevator on ESPN’s Bristol, Connecticut campus, the spot stars SportsCenter hosts Jay Crawford and Steve Levy, who witness a tense, awkward exchange between the rival mascots. Credit has to go to director Jim Jenkins and the guys playing the mascots for perfect comedic timing. At the end of the spot, Everett and Levy reveal that the two mascots have been engaging in such behavior all week. Hopefully Miles and Blitz don’t kill each other before the big game.

The timely “Long Week” is designed to promote ESPN’s weeklong coverage of Super Bowl XLVIII, which began yesterday with ESPN Radio’s Mike & Mike kicking off 115 hours of TV and radio programming from New York City. ESPN’s programming originates from their Herald Square and Times Square Studios all week, up until Superbowl Sunday. Keep an eye out for “Long Week” during that coverage. Credits after the jump. Read more

Barton F. Graf 9000, Psyop Charm with ‘Clash of Clans’ Anthem Ad

Gerry Graf’s Barton F. Graf 9000 NY has worked with production company Psyop, fresh off their game-developing debut with the Susan Sarandon-narrated Nightmare: Malaria, to develop this charming spot for the Supercell-developed strategy game Clash of Clans.

The one-minute anthem ad places the viewer in the middle of the action, on the same level as the melee taking place. To bring the game to life in the spot, Psyop “embraced the bright, stylized and saturated look of the game,” explained Psyop Director Fletcher Moules. “We wanted to fully conceptualize what the world would look like if we were running alongside the horde of barbarians, what would it feel like to be covered in their saliva.”

The impressively animated ad really does a good job transporting the viewer into the world of Clash of the Clans, thankfully without any saliva. One noteworthy moment occurs when two giants chuckle as they are hit with cannonballs. It was one of Psyop’s favorite segments to animate, as well. “It added the heart and the warmth that was only achieved when we removed ourselves a little from the ruckus to enjoy it from their perspective,” said Moules.

It would appear that Supercell’s audience is enthusiastic about Clash of Clans as well. The video was released on December 23rd, and garnered 14 million views in its first week. Credits after the jump. Read more

ESPN, W+K Go Back to Roots in Latest ‘This Is SportsCenter’ Installment

After taking a different direction with their last SportsCenter spot, W+K New York and ESPN have gone back to what has made the “This Is SportsCenter” series so popular, employing humorous situations in the network’s Bristol HQ.

The spot, “Double Double,” stars Minnesota Timberwolves star Kevin Love as the guy responsible for pushing the coffee cart that keeps the SportsCenter crew caffeinated (UCLA mascot Joe Bruin can also be seen in the spot). This is an important job, because, as anchor Scott Van Pelt says, the SportsCenter crew relies “pretty heavily on the coffee cart” to keep going throughout the day. Love’s specialty is making “the best double-double,” which is two double espressos. Host Stan Verrett swears by Kevin’s double-doubles. In fact, he’s a little too fond of them. He requests another double-double from Love while he still has his two espressos in-hand, but Kevin says “I think maybe you should slow down.” Verrett continues to hound Love for more espresso as the spot goes on, with Kevin responsibly telling him he should just get through his show. At some point Love must have given in, and the results on Stan Verrett‘s show are pretty funny, as well as startling to co-host Neil Everett.

It’s a return to form for W+K, who play to their strengths with “Double Double.” The strategy seen here has worked for the “This Is Sportscenter” series in the past, and “Double Double” is the best SportsCenter spot in recent memory, with a good setup and comedic payoff thanks to Love and Verrett’s delivery. Let’s hope agency and brand continue sticking with what works in the future. Credits after the jump. Read more

UNCF, Y&R Go Beyond Donations, Asking for ‘Investment in the Future’

Since 1944, the United Negro College Fund has operated under the banner “A Mind is a Terrible Thing to Waste.” Today, they’re updating to the too-long slogan “A Mind is a Terrible Thing to Waste But a Wonderful Thing to Invest In.”

Regardless of its verbosity, Y&R New York and the Ad Council’s new campaign is a smart, relevant adaptation. Instead of accepting donations for their fund, UNCF is “taking the cause straight to where the money is,” and has created the first-ever stock for social change. Columbia University economist Clive Belfield created an algorithm to determine the value of a share, which investors can purchase via Better Futures’ website.

The Better Futures campaign puts concept into practice, and shows people that they’re not just giving money, they’re investing in future generations. Y&R’s pro bono work will include print and TV PSAs that “use real stories from real UNCF students to show how that investment will pay dividends for all our futures,” says Michael L. Lomax, president/CEO of UNCF, in a statement. If investors are inspired to get involved, the Better Futures stock could be Wall Street’s most meaningful.

Credits after the jump.

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