NEW YORK Dcode is planning a virtual road trip with National Football League coaches and players for a campaign it calls "The Drive to Detroit," a 20-spot, seasonlong promotion for Monday Night Football on ABC.
The New York agency was awarded the account in late June, following a number of assignments it created for ABC Sports, including ads for the Indy 500 and National Basketball Association.
Dcode's first ad—promoting the NFL's kickoff game between the Oakland Raiders and New England Patriots—will break during the British Open telecast on July 16. Different spots will run each week, concluding with promos for the Super Bowl, said managing director Jonathan Paley.
Each spot will star players from the week's featured game in the town where the contest is to be played, Paley said. The players, shot against a green screen, will be inserted into a CGI-created setting, an approach similar to the shop's Indy and NBA spots. Ads will promote MNF games throughout the country until Super Bowl XL is played in Detroit, he said.
Budget was not disclosed. ABC Sports airs spots on network stations and affiliates like ESPN. Some out-of-network buys will be included, along with print, online and radio, Paley said.