It’s Not Crazy; It’s ESPN And W+K

By Michael Musco 

Wieden+Kennedy New York can’t wait to share the latest from their ESPN “It’s Not Crazy, It’s Sports” brand campaign. To break it down quickly, W+K and ESPN put this idea together with the effort to expose fans and the greater public to truths that are normal in the world of sports, yet outside it, they’re anything but.

A good example of this strategy is depicted in the spot “Jock,” which can be viewed after the jump. In this piece football players are sitting at a lunch table talking football talk, which sounds like some kind of mythological mathematics lingo and are made fun of by some nerds walking past. The linguistics used by the football players sounds totally normal to them but to the nerds and pretty much everyone around them, No one has a clue what they are talking about. It’s a nice truth and not an obvious one so we’ll give W+K a gold star since it’s back to school week.

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