Creative Focus: Wry On The Fly

A Day in the Life of ‘This Is SportsCenter.’
BRISTOL, Conn.–The NBA’s patrolling basketball courts, looking for naked knees? Yep. Kelvin Cato and Rasheed Wallace of the Portland Trail Blazers were each fined $2,500 by the league for wearing shorts below their knees. For the New York-based Wieden & Kennedy creative team, this event offered perfect fodder for a new ESPN SportsCenter ad.
To produce a timely spot addressing the recent NBA controversy, Wieden creative director Stacy Wall called on Hank Perlman, a former agency colleague who developed the SportsCenter campaign, and Bryan Buckley,...