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W+K and ESPN Give College Football Fans a Moment in the Spotlight

W+K New York isn’t the only agency that’s been focused on football recently — and for good reason.

Not only is the NFL about to start things up again, but this year’s college football season will be the first in history to discard the traditional Bowl Championship Series for a true four-team seeded playoff.

The first spot in W+K’s new campaign to promote client ESPN’s college coverage casts fandom as a universal experience…something everyone has “in common”:

A second :15 spot, which also debuts today, highlights some possible shakeups in the world of collegiate pigskin: will the new format allow an underdog to win the day?

Some backstory: a “team from ESPN” drove and flew across the country to capture the footage used in the first spot above by interviewing fans of every stripe; more of the same material will surface in later ads tailored to mirror the season’s unfolding narrative.

Also: in case you missed it, the “who’s in” campaign started with this one earlier in August:

As noted above, several more spots will follow in the campaign, which will run until college football crowns its new champion next January.

Digital, social, print and out of home materials to come.

TV CAMPAIGN: IN COMMON

 

CLIENT ESPN
PROJECT NAME In Common
FORMAT TV
LAUNCH DATE 8/27/14

 

W+K NEW YORK
Executive Creative Directors David Kolbusz, Susan Hoffman
Creative Directors Brandon Henderson, Caleb Jensen
Art Director Jared White
Copywriter Will Binder
Executive Producer Temma Shoaf
Assistant Producer Kristen Johnson
Account Team Brandon Pracht, Mike Welch, Joe Morelli
PRODUCTION
Production Company Imperial Woodpecker
Director Stacy Wall
Director of Photography Corey Walter
Producer Andrew Travelstead
Managing Partner Doug Halbert

 

EDITORIAL
Editorial Company Final Cut USA
Editor Jeff Buchanan, Michael Dart Wadsworth
President Stephanie Apt
Executive Producer Lauren Bleiweiss
Producer Beth Fitzpatrick

 

VFX
VFX Company Significant Others
After FX/Online Phillip Brooks
Flame Artist Cecil Hooker
Finishing Producer Alek Rost

 

Color Grade
Color Grade Company Color Collective
Colorist Alex Bickel
Color Assistant Mike Howell
Color Producer Claudia Guevara

 

MIX
Mix Company Heard City
Mixer Keith Reynaud, Eric Warzecha, Philip Loeb
Executive Producer Gloria Pitagorsky
Producer Sasha Awn

 

Music
Music Company Extreme Music
Track “Strike it Rich”
Mediabistro Course

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