This is SportsCenter

SportsCenter

A couple of weeks ago ESPN had a special called the Top 50 This is SportsCenter commercials hosted by actor Jason Sudeikis. They started this campaign back in 1997 to highlight their flagship program, SportsCenter. For a campaign to last 16 years, it must to be a good one. It seems like most campaigns will last a few months, maybe a year and then it is on to a new one to keep things fresh. ESPN has done something right with the This is SportsCenter campaign and after watching the countdown I decided to discuss why I think it is such a good campaign and why it has held up.

SportsCenter Countdown

They Keep it Simple/Know who they are: ESPN is all about sports and SportsCenter gives the latest scores and highlights for the sports world, so what do the commercials deal with… sports. The campaign doesn’t try and get fancy or cute. They even use current players, coaches, sports personalities and mascots in the commercials. ESPN is in the business of sports and that is what their commercials are about.

Humor: The commercials are funny and some of them are really funny. I can’t think of one that hasn’t made me laugh. As long as they keep coming up with funny jokes and scenarios, the commercials will continue to be entertaining and memorable. Think about the commercials that you remember, chances are some of them are funny ones.

Make fun of themselves: ESPN and the SportsCenter anchors are not afraid of poking a little fun at themselves. Whether it is making fun of how ESPN only covers the Yankees and the Red Sox or certain quirks an anchor has, they don’t hold back.  Some of the commercials have even dealt with how easy it is to be a SportsCenter anchor.

Not afraid to be edgy: ESPN comes off as a pretty straight forward and conservative company.  With these commercials though, they aren’t afraid to get a little edgy.  There is The Swim Suit Calendar with the anchors doing a photo-shoot in swim suits (even Linda Cohn), The Bed Wetter with Scott Van Pelt getting the nickname Bed Wetter and the Locker Room with Dan Patrick and Trey Wingo in towels doing interviews about how the show went. As a whole ESPN stays pretty conservative, but going outside that with these commercials adds to their entertainment level.

Stay relevant: Sports stories are changing all the time. One day a player or team is in the spotlight and the next day they are old news. The commercials stay up to date and feature current people and stories of the sports world. This keeps things fresh and relevant and from feeling overplayed.

thisisSC

As a huge sports fan I am frequently watching ESPN and have seen just about all of the commercials. It was nice getting to see some of my favorites in this countdown.  I thought about listing my favorites, but there were just too many. If you want to check out the commercials visit ESPN’s YouTube page HERE. It is not often we see a campaign last for 16 years, but if you can do what they have and find that right combination, I say stick with it as long as you can.

Author: Gary Balakoff

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Top 3 AT&T It’s Not Complicated kids commercials

One of the better campaigns out right now is AT&T’s It’s Not Complicated kids campaign. They are some of my favorite commercials running at this time. I love the off-the-cuff feel and how the kids seem to drive the conversations. Yes, I have read articles talking about how the commercials are not completely adlib and that there is a basic scripted idea. However the articles also mentioned that the directors will let the kids talk and see where it goes, a film everything and see what there is in the end approach. Obviously the kids steal the show, but the actor (Beck Bennett) is just as funny and delivers the right amount of lines to enhance the comedic level without overshadowing the kid’s performances.

Since I enjoy this campaign so much I thought I would rank my top 3.

Honorable Mentions: Dizzy (here) and Nicky Flash (here)

These two crack me up, but just weren’t funny enough to make my top 3.  They were good enough that I had to at least mention them, so feel free to click the links and view them.

Number 3: More

The girl’s rambling about why someone would want more seems to go nowhere, but strangely enough I feel like I can follow her thinking.  This sediment is backed up by Beck’s nicely placed line “I follow you”.

 

Number 2: Werewolf

The little girl’s statement about becoming a werewolf is so random. She goes on and on about becoming a werewolf as an example for why it is better to be fast. The rambling in this spot actually does go nowhere, but is funny enough that I don’t really care. My favorite part being when she makes the growling noise and then translates it. Beck delivers a perfectly timed and confused sounding “what?” that wraps it up nicely.

 

and Number 1: Tree House

The disco comment is funny but the little boy’s delivery when he is talking about the T.V. is amazing and such a representation of how kids communicate (trust me I have a 3 year old boy of my own). That boy steals the show.  Not to mention that he is talking about putting a flat screen in a tree house, which is funny enough.  This commercial makes me laugh every time I see it, even when I looked up the clip for this post.

 

If you are interested, there is a short behind the scenes video on the making of these commercials HERE.

Author: Gary Balakoff