ESPN Goes Beyond the Old College Try

LOS ANGELES ESPN has unveiled a campaign to promote its College GameDay football program, the company said.

The effort, created by Ground Zero in Marina del Rey, Calif., is meant to celebrate the passion and pageantry of college football. It features the line, “You gotta step it up.”

The campaign, which breaks next week, is based on the premise that universities are doing whatever they can to gain attention from the program. Five 30-second TV spots show unorthodox examples of the events that could occur leading up to a Saturday game.