ESPN's 'This Is SportsCenter' Is Back, and All but Unchanged, Post Wieden + Kennedy

Aaron Judge stars in a pair of spots timed to Opening Day


Those who were wondering how the iconic “This Is SportsCenter” ad campaign might change or evolve after its longtime architect, Wieden + Kennedy New York, parted ways with ESPN last year, we now have our answer.

Not much.

The sports cable network on Thursday unveiled its first new “This Is SportsCenter” spots in more than a year. Created in-house by ESPN’s internal agency CreativeWorks, the ads, which star New York Yankees slugger Aaron Judge, are notable mostly for how closely they hew to the campaign’s longtime formula—featuring wryly comic scenarios starring athletes, in uniform, hanging around ESPN’s Bristol headquarters.

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