Though last year’s BCS champs, the Alabama Crimson Tide, are out of contention this year, that hasn’t stopped the passion of its hometown fans, who show their team pride by constantly uttering “Roll Tide.” Apparently this two-word phrase, which we’ve been told is equivalent to “Aloha” in Alabama, can apply in virtually any situation and supplant actual conversation down south according to this ESPN spot from W+K New York. Guess it’s right on par with “Go Blue” and “J-E-T-S Jets Jets Jets” up here in NYC.

Anyhow, this latest spot is part of the agency’s “It’s Not Crazy, It’s Sports” brand campaign for the self-proclaimed “Worldwide Leader in Sports.” Credits after the jump.

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