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Posts Tagged ‘Heather Richardson’

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

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Storytelling for Media Professionals

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GoDaddy Finally Moves Away from Douchebag Ads with ‘TMI’

About a year ago, GoDaddy hired Deutsch New York as their creative agency, and the world wondered whether we’d see the end of the “GoDaddy Girls” gimmick, or even the beginning of a more nuanced campaign. Instead, during this year’s Super Bowl, GoDaddy offered us Bar Rafaeli (“sexy”) making out with a red-faced man named Walter (“smart”). Danica Patrick narrated and did her best not to look embarrassed. Our op-ed contributor at the time, WWD&S co-head Harry Woods, may have captured the most accurate reaction: “The whole ugly thing once again sent us reaching for a wing bone, nacho or beer bottle cap to dig our eyes out.”

Thankfully no eyeball gouging is necessary with GoDaddy’s latest spot. In it, a Ron Weasley-esque man is introduced to the GoDaddy team. His name and its closest iterations are already taken by his colleagues, so the team tosses around other possibilities. Anyone who’s thought about buying a domain name is familiar with this brainstorming process, and Deutsch did well personifying it. The whole thing is off-kilter and amusing, and finally we see Danica Patrick in racing gear, not heels. She’s still hot.

Here’s hoping GoDaddy continues the curve away from their signature blunt, sensationalist spots.

Credits after the jump. [Ed: Welcome back, Ella]

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ESPN Analyst John Clayton Appears with Ponytail, Slayer Shirt for ‘SportsCenter’

Though one of the most consistently hilarious campaigns in the history of television advertising, it’s been a while since we’ve seen a “This is SportsCenter” spot really knock it out of the park. That is, until today.

ESPN and W+K NY fulfill the fantasies and daydreams of fans nationwide with this spot, in which mild-mannered, buttoned-up NFL analyst John Clayton finally shows his true colors, or at least the colors that we’ve all been hoping he’s been secretly hiding. Yes, Clayton’s mythical ponytail makes an appearance. Yes, Clayton is secretly the world’s biggest Slayer fan. And yes, he still lives with his mom.

I don’t know what else to say about this, other than bravo ESPN, bravo W+K, and take a bow, John Clayton. Not that we needed any help getting revved up for the NFL season, but damn, who’s ready for some football? 

(h/t Deadspin)

Update: The spot will make its TV debut, aptly enough, on Sept. 10 during ESPN’s Monday Night Football double-header.  Credits after the jump.


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