CJRW Plays on Arkansas Sports Memories

DALLAS Cranford Johnson Robinson Woods breaks a public service campaign later this month for the Arkansas Sports Hall of Fame that challenges fans to donate funds for its future museum.

The 30-second public service announcement features stills and footage of local sports heroes. Narration, spoken by former National Football League player and commentator Pat Summerall says: “They gave us joy, drama, heroes and tears. They gave us goose bumps, role models, madness, and miracles. They gave us champions. They gave us memories. They gave us something to cheer for. Support the Arkansas Sports Hall of Fame, and give something back.”

The onscreen super reads, “What will you give?” and provides ASHF’s Web site address and phone number.

The organization is seeking to raise $1 million by year’s end that will go toward funding the $3.5 million museum. The facility, which is scheduled to be completed next winter, will be adjacent to Alltel Arena in North Little Rock, Ark.

Radio PSAs and posters from the Little Rock agency complement the TV effort. Among the athletes highlighted in the print and broadcast work are: Major League Baseball Hall of Fame inductee Brooks Robinson, Harlem Globetrotters player Hubert “Geese” Ausbie and Women’s Basketball Hall of Fame inductee Hazel Walker.

“The strategy from the beginning was to play on the memories and the goose bumps on the back of your neck,” said CJRW art director Matt Stewart. “They [target] a sports fan who is looking for a sports adrenaline rush.”

The ads will run throughout Arkansas and in spot markets in northern Louisiana, East Texas and western Mississippi.