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Wieden & Kennedy’s new work for ESPN SportsCenter moves away from its hilarious and much-lauded campaign featuring the lives of its anchors when they’re not on air and toward a focus on the athletes who watch the shows.
The central joke this time is that various ball players give testimonials on why and when they watch SportsCenter and how it fits into their busy lives–but all of them deliver their lines lounging in limos, on hotel beds or over late breakfasts.
In one spot, the New York Jets’ Keyshawn Johnson claims he wakes up at the crack of 11 a.m.
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