July 26th, 2008
by Neil S. Velleman
ESPN Employee Steve Braband to be Campaign Spokesperson
On Sunday, July 27, ESPN will launch one of its most ambitious and groundbreaking promotional ad campaigns to date. Featuring a LIVE format of innovative spots, the campaign is designed to showcase the network’s new live morning SportsCenter block, which premieres Monday, Aug. 11 — the opening week of the Beijing 2008 Olympic Games. Created by Wieden + Kennedy New York and produced by ESPN, the LIVE ads will feature 25-year-old Steve Braband – an actual ESPN employee – who will serve as the face of the campaign. ESPN is scheduled to air as many as 25 :30 spots per day for 15 days.
“We’ve been doing live TV since day one, but this is a big change for SportsCenter,” said Katie Lacey, ESPN senior vice president, marketing. “This concept seemed like a fun way to tell our viewers about the improvements to the show and to draw back the curtain and let them inside.”
Braband (Pittsburgh, Pa.) will be followed over a three-week period, going about his daily routine at work where he serves as a program coordinator, and at home in Southington, Conn. When it’s time for a promo, he will cease activity to do a live read.
He said, “When I found out that I was selected for the campaign, at first, I was shocked and scared…but that feeling has turned to excitement. I’m not sure what to expect.”
Check out Steve’s site here. http://steveislive.com/