MarCom 2.0 - Cutting Through the Clutter

In the past five years the communications and marketing world has become increasingly complicated. Google+, Facebook, Twitter, YouTube and mobile apps have joined the vast array of outlets and platforms competing for our attention. This blog contains my thoughts on best practices for cutting through the clutter and having impact. I'll also be taking occasional detours into the world of corporate social responsibility and green marketing where I have ten years of expertise.

ESPN Scores a Gooooaaaaaalllllll with latest commercial

By Jason W. Anderson on
Jason W. Anderson
Jason has spent the last ten years developing and executing communications strat
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Jul 15 in Marketing & Branding

You do not have to be a sports fan to appreciate the long running series of comical television commercials run by ESPN to promote their flagship show SportsCenter.  

 

ESPN, and their agency Wieden+Kennedy, have done it again with their latest spot.  My reason for highlighting this spot is not just the content itself (though I am a closet soccer fanatic), but to give them kudos for showing really strategic thinking.


You don’t have to be a sports fan to appreciate the long running series of comical television commercials run by ESPN to promote their flagship show SportsCenter.  

 

ESPN, and their agency Wieden+Kennedy, have done it again with their latest spot.  My reason for highlighting this spot is not the content itself (though I am a closet soccer fanatic), but to give them kudos for showing really strategic thinking.

 


  • The commercial was timely as it debuted during the Women’s World Cup in Germany.  They gambled, and won, that Team USA would do well.
     
  • Though a niche sport here in America, ESPN is able to throw a bouquet to soccer fans while not alienating their core audience base.
     
  • It acknowledges the growth of star female athletes like Abby Wambach who have generally been under represented in sports commercials.  By my admittedly unscientific research, for example, a list at bleacherreport.com of of the top 50  "This is SportsCenter" commercials only includes one female athlete.
     
  • The spot stays core to the “brand” of what fans of this long running series expect - to be funny!

Congrats to ESPN for not only making us laugh, but also showing that even simple commercials can still be really strategic.

 

Go USA!

 

p.s.  Yes, my title was an homage to the greatest soccer announcer of all time, Andres Cantor.  Have a listen.



Tags: marketing, commercials, branding
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About the author

Jason W. Anderson

Jason has spent the last ten years developing and executing communications strategies and integrated marketing campaigns for Conservation International, an international non-profit with operations in 30 countries. Jason has worked with Fortune 500 brands, government agencies, pr firms and partner organizations to educate, engage and empower consumers, policy makers and business leaders. Prior to that, Jason spent nine years with CNN as a producer in their political and business news units.
 

Contact Me:
Jason W. Anderson
Falls Church, VA

jason@jasonwanderson.com

 
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