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NEW YORK Tonight, ESPN is devoting an entire hour to commercials promoting its ubiquitous sports news program, This Is SportsCenter, all of which were created by independent Wieden + Kennedy, New York.
Interestingly enough, there were no commercials made to promote the show, officially called The Best of This Is SportsCenter. The show has been promoted by “drop-ins”—where announcers mention the program during games televised on ESPN channels.
“Maybe it gets too self-referential. We tried to create this world that exists out there and let it be as real as it can be,” said Derek Barnes, Wieden cd, on why there are no spots for the show.
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