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Monster Is Star of Bizarre ESPN2 Campaign
LOS ANGELES–Knowledge is power, at least among sports fans, and that is the premise of a surreal new campaign for ESPN2 from Ground Zero.
In six TV spots backed by nominal spending on ESPN’s cable channels, “knowledge” comes in the form of a big furry ball with feet, which requires feeding with facts from ESPN2’s nightly sports shows.
The ads, shot in a style reminiscent of David Lynch, show a pale, creepy loner in front of his TV watching ESPN2’s various 2Night shows, enhancing his “knowledge” and thus increasing the size of his furry pet, which lives in a back room waiting to be fed.
In one execution, the loner’s buddies attempt to steal his “knowledge” by luring it away with raw meat.
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