Jordan Spieth Gets a Little ‘Utensils’ Help From His Caddy in W+K New York’s Latest for ESPN

By Erik Oster 

W+K New York launched the latest in its ongoing “This is SportsCenter” campaign for ESPN, featuring 2015 PGA Player of the Year Jordan Spieth.

The spot opens on Spieth in the SportsCenter cafeteria, staring down a bowl of macaroni and cheese. “Let me see the spoon,” he tells his caddy, standing behind him. Indecisive, he then asks for the fork, but doesn’t seem content and turns to his caddy for advice, who notes “That cheese looks a little saucy” and suggests the spoon. It’s a funny situation, and a good implementation of the typical “This is SportsCenter” approach. It does beg one important question, however: Why didn’t the caddy have a spork handy?

“Utensils” arrives ahead of ESPN’s coverage of the Masters Tournament from Augusta National Golf Club on Thursday and Friday, April 7-8, as well as the Masters Par 3 Contest on Wednesday, April 6. It also arrives on the heels of a big win for Spieth at the Hyundai Tournament of Champions, where he became the second player to shoot a  −30 in a PGA Tour tournament.

Executive Creative Directors: Karl Lieberman
Creative Directors: Brandon Henderson, Erwin Federizo
Copywriters: Alex Ledford, Charles Hodges
Art Directors: NJ Placentra, Gary Van Dzura
Executive Producer: Temma Shoaf
Head of Integrated Production: Nick Setounski
Account Team: Mike Welch, Matt Angrisani, Liz Lindberg
Project Manager: Kristin Daly
Business Affairs Manager: Tana Prosper
Head of Business Affairs: Sara Jagielski
Traffic: Sonia Bisono, Andy Hume

Production Company: O Positive
Director: David Shane
Director of Photography: Dave Morabito
Executive Producer: Marc Grill
Producer: Ken Licata

Editorial Company: Mackenzie Cutler
Editor: Nick Divers
Assistant Editor: Zoe Newman
Post Executive Producer: Sasha Hirschfeld

VFX Company: Schmigital
Flame Artist: Jimmy Hayhow
Flame Assistant: Joseph Miller

Mix Company: Mackenzie Cutler
Mixer: Sam Shaffer

Color Company: Company 3
Colorist: Tim Massick