W+K New York, ESPN Pull Back the Curtain in ‘The 10 Club’

By Jordan Teicher 

W+K New York and ESPN are back again with yet another 30-second This is Sportscenter spot. This time, we follow Clippers dunker and terrible free-throw shooter DeAndre Jordan as he enters the illustrious Top 10 Club reserved for individuals who make Sportscenter’s famed nightly Top 10 plays segment.

However, it turns out that the Top 10 Club is not so illustrious considering the windowless room looks more like a  doctor’s moldy waiting room than a hangout for stars and celebrities. ESPN  usually pokes fun in the context of sports news, but here, we get to see self-satire as Sportscenter parodies its own highlight tropes – i.e. the lanky high school kid who hits a full-court buzzer beater and the college mascot who does ridiculous college mascot shenanigans. I say this frequently, but it’s worth repeating, these spots are almost perfect for what they’re trying to accomplish, and they almost make you forget that Sportscenter has actually become a caricature of itself. Credits after the jump.


Executive Creative Directors Scott Vitrone and Ian Reichenthal
Creative Directors Brandon Henderson, Stuart Jennings and Gary Van Dzura
Creatives Art Director: NJ Placentra Copywriter: Alex Ledford
Associate Producer Blakely McKnight
Head of Content Production Lora Schulson
Executive Producer Temma Shoaf
Account Team Casey Bernard, Katie Hoak, Alex Scaros
Production Company O Positive
Director David Shane
Executive Producer Marc Grill
Line Producer Ken Licata
Director of Photography David Morabito
Editorial Company Mackenzie Cutler
Editor Dave Anderson
Assistant Editor Mike Leuis
Post Producer Sasha Hirschfeld
VFX Company The Mill
Senior Producer Charlotte Arnold
Production Asst. Juan Handal
Lead Flame Artist/Creative Director Leon Woods
Mix Company Heard City
Mixer Phil Loeb
Producer Gloria Pitagorski