Sports Net Becomes the Center of Attention

NEW YORK Life and sports broadcasting converge in a new ESPN commercial from Wieden + Kennedy. In humorous style, the spot poses and answers this question: “What would happen if ESPN’s SportsCenter actually mirrored the events it covers?”

When the broadcast ends, fans pour out of the client’s studio in Bristol, Conn. One guy hawks tickets to future shows and another shills SportsCenter products, sportscaster Dan Patrick can’t find his car and Linda Cohn is stuck in traffic. You can almost feel the beer that spilled in your lap.

Independent agency Wieden handles ESPN through its office in New York.

—Brandweek staff report