ESPN, McKinney Debut Suggestive ‘Take It All In’ Campaign for SEC

By Erik Oster 

Today, Southeastern Conference commissioner Mike Slive and ESPN senior vice president Justin Connolly debuted a new brand campaign celebrating the planned launch of the SEC Network. Both national television spots and previews of print ads “were revealed as part of a series of SEC Network programming announcements made at a press conference prior to the SEC football championship game at the Georgia Dome, in Atlanta.” The new campaign, developed along with North Carolina agency McKinney, is called “Take It All In,” which may or may not be a reference to butt chugging.

The campaign includes “a series of print, TV and online ads that not only focus on the overarching SEC Network, but also on each of the 14 schools of the SEC.” The full “Take It All In” campaign will roll out next year, leading into the launch of the network in August.


The debut TV spot, called ““Not Just a Casual Fan” (which, come to think of it, would have made a better campaign title), can be viewed above. It, in Justin Connolly’s words, “bring fans the grandeur of the SEC in a celebratory, immersive and real way.” As the title of the spot suggests, it features die-hard fans both old and young, many of them ridiculously dressed. This is a solid tactic, since these are the kind of rabid SEC fans who might shell out for the new network. It’s just too bad they didn’t think of all the implications to their tagline/campaign title. Or maybe they did. Credits after the jump.Creative Credits:

Agency: McKinney

Client: ESPN SEC Network

Spot: “Not Just a Casual Fan”


Chief Creative Officer: Jonathan Cude

Associate Creative Director/Art Director: Matt Trego

Art Director: Jordan Eakin

Copywriter: Roger Fish, David Sloan

Production Company: McKinney

Director: Michael Lawrence

Executive Producer: Naomi Newman

Art Buyer: Stephanie Witchger