'Monday Night Football' Ads Make 'Appeal to Bigness'

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ABC enlists Hunt Adkins to build brand beyond the game

ABC seeks to broaden the appeal of Monday Night Football, whose ratings have sagged in recent years, with a new campaign tagged, “Everyone comes to play on Monday night.”

The initial commercials from Minneapolis-based Hunt Adkins star Britney Spears and break during ABC’s coverage of the British Open on July 17, said Cindy Vannoy, vp of advertising and promotions at ABC Sports.

The campaign’s tagline will not supplant the familiar “Are you ready for some football?” line bellowed during the game’s opening by Hank Williams Jr.,

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