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In January, we wrote about the history of Wieden + Kennedy New York's "This Is SportsCenter" campaign for ESPN, and how it has triumphed over the past 17 years (through almost 400 ads) by barely changing at all. Well, now it is changing—not the tone or subject matter, but the targeting.
The latest spot, "Handshakes," starring New York Yankees slugger Robinson Cano, features the same kind of humor we've come to expect from the campaign. The difference is, W+K filmed two separate versions—one in English, now airing on ESPN, and one in Spanish, airing on ESPN Deportes.
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