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Arnold Stages ESPN Rock Opera

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NEW YORK ESPN plays fast and loose with The Who's Tommy in a new campaign touting ESPN Fantasy Baseball.

The effort, via Havas' Arnold, Boston, features a fictional band, Iron Diamond, performing the fictional rock opera, "Fantasy Baseball is Free." The band is fronted by John Kruk, co-host of ESPN's Baseball Tonight, and includes Geddy Lee, bassist from Rush. The 30-second spot follows Kruk's quest to seek fantasy baseball knowledge from "The Master," played by ESPN personality Peter Gammons.

Ad spending was not disclosed.

Along the way, numerous MLB players are featured, including Bronson Arroyo (Cincinnati Reds), Gary Sheffield (Detroit Tigers) and Joe Borowski (Cleveland Indians); as well as ESPN personalities Matthew Berry, Buster Olney, Eric Karabell and Jennie Finch.

The tagline is, "ESPN fantasy baseball is free. And it rocks."

The spot will run across ESPN networks and on ABC. Support includes print in ESPN the Magazine and on the Internet, where longer versions and behind-the scenes footage will air on ESPN.com, Myspace.com and Youtube.com.