Ad of the Day: ESPN Takes the Sounds of SportsCenter Beyond the Network

Broader push for 'DaDaDa' campaign

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ESPN has traditionally aired ads for SportsCenter, its famed highlights show, only on ESPN networks—a strategy that senior marketing director Seth Ader told Adweek last year was "a treat for our viewers to stay tuned during the commercials."

Well, now everyone's getting a treat.

A new SportsCenter campaign that broke on Saturday will air beyond ESPN properties, and takes a different approach than the deadpan "This Is SportsCenter" work, which has been widely celebrated.

The 60-second launch spot, posted below, features a range of athletes, from amateurs to pros, who sing the "DaDaDa, DaDaDa" sound that plays at the beginning of SportsCenter broadcasts—as they perform impressive feats in their particular sports.

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