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LOS ANGELES In a new commercial by independent Ground Zero, a pair of charming-but-clueless barkeeps attempt to spruce up their sports bar for lady visitors on behalf of cable network ESPN, the agency said this week.
This marks the male-dominated channel’s first dedicated effort to target female viewers, said Kelli Stam, brand director at Marina del Rey, Calif.-based Ground Zero.
Shot amid the authentic sports-bar atmosphere of Portland’s Skyland Tavern—its wood-plank walls plastered with autographed glossies, team pennants and ESPN banners—the spot was crafted by shop copywriter Tom O’Connor, art director Jeff Lable and creative director Court Crandall; Portland production studio Food Chain Films’ Vance Malone directed.
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