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|
|PROJECT NAME||In Common|
|W+K NEW YORK|
|Executive Creative Directors||David Kolbusz, Susan Hoffman|
|Creative Directors||Brandon Henderson, Caleb Jensen|
|Art Director||Jared White|
|Executive Producer||Temma Shoaf|
|Assistant Producer||Kristen Johnson|
|Account Team||Brandon Pracht, Mike Welch, Joe Morelli|
|Production Company||Imperial Woodpecker|
|Director of Photography||Corey Walter|
|Managing Partner||Doug Halbert|
|Editorial Company||Final Cut USA|
|Editor||Jeff Buchanan, Michael Dart Wadsworth|
|Executive Producer||Lauren Bleiweiss|
|VFX Company||Significant Others|
|After FX/Online||Phillip Brooks|
|Flame Artist||Cecil Hooker|
|Finishing Producer||Alek Rost|
|Color Grade Company||Color Collective|
|Color Assistant||Mike Howell|
|Color Producer||Claudia Guevara|
|Mix Company||Heard City|
|Mixer||Keith Reynaud, Eric Warzecha, Philip Loeb|
|Executive Producer||Gloria Pitagorsky|
|Music Company||Extreme Music|
|Track||“Strike it Rich”|