BrightHouse Premieres ‘SI Players’ on ESPN

ATLANTA BrightHouse Live has launched a television ad to introduce a new section of Sport Illustrated magazine that profiles professional athletes, the agency said.

The Atlanta shop won the campaign last month after a review that included five other undisclosed agencies. Billings were not disclosed.

Sport Illustrated will debut the new six-page section in its next edition, scheduled for release Sept. 13. The first player profiled in the “SI Players” section is Ray Lewis, a linebacker for the Baltimore Ravens.

The ad began running today on ESPN cable channels nationwide. It will continue through the end of September.

Jerry Cronin, chief creative officer at BrightHouse Live, led the team that developed the ad. Cronin has previously produced advertising for Nike and ESPN.

“We call Sports Illustrated readers the quintessential sports fan,” Cronin said. “Nobody knows this target better than we do and our work will prove it.”

In other news, BrightHouse Live has added three people to its account management department. Brandon Massingill has joined the agency as account supervisor for international markets. Massingill previously worked as a marketing consultant for Telehispanic Services in Buenos Aires, Argentina.

Tom Schenck was brought aboard as a senior account executive. Previously, Schenck was an account executive at Torre Lazur in Chicago.

Ariana McDonald has become an assistant account executive. McDonald was a marketing manager for an Atlanta chiropractic group before joining the agency.