Fort Franklin Breaks TV Ads for ESPN

BOSTON Independent Fort Franklin has unveiled a new campaign for ESPN touting the cable network’s Citgo Bassmaster Classic professional fishing tournament.

The Boston-based shop has crafted six 30- and 15-second TV spots that feature anglers Kevin VanDam, Mike Iaconelli and Jay Yelas.

“With this campaign we want to showcase the personality of the sport and highlight elements that make bass fishing unique, all in a humor and style that is synonymous with ESPN,” said Lee Ann Daly, ESPN executive vice president, marketing. “It provides all of the excitement and competition associated with other sports, but stands alone in that it incorporates the unpredictability of fish.”

In “Hard to Find,” Yelas explains how to locate bass as fish jump out of the water in the background.

The Bassmaster Classic, sponsored by Busch Beer, is a three-day tournament in which 52 top anglers compete. The tournament airs July 30-Aug. 1.

Last year, Bristol, Conn.-based ESPN spent about $40 million on ads, per TNS Media Intelligence/CMR. Spending on the Fort Franklin campaign was not disclosed. Independent Wieden + Kennedy is ESPN’s lead shop.