Making Sport of ESPN's Games

BaylessCronin ex-tends “The next big thing?” campaign for ESPN’s Great Outdoors Games with over-the-top exaggerations of the subject matter.

The Atlanta shop’s three television spots, conceived by creative director Jerry Cronin and partner Tim Bayless, broke last week on ESPN and ESPN2 and will run through mid-July.

The 30-second ads are parodies or “bastardizations,” said Mark Cohen, who co-wrote the spots with Jay Wallace and Brad Scheck.

Last year’s work, which included Cannes’ short-listed “Bath” and “Timber,” was about kids.