With March Madness here, ESPN is gearing up for another exciting year of college basketball with the return of its famed Tournament Challenge. After a record-breaking year with over 9 million participants and 20 million total brackets, ESPN is inviting sports fans of all levels to join the #1 bracket game.
The new campaign, “Anyone Can Bracket,” created in partnership with Butler, Shine, Stern & Partners (BSSP), aims to showcase the fun and low-pressure nature of filling out a bracket, regardless of your strategy.
Through a series of :15 and :30 spots, ESPN introduces a diverse cast of characters, from the Cat Connoisseur to the Mom Hiding in the Bathroom, each showcasing their unique approach to picking teams. Watch below:
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Seth Ader, Vice President of Brand Marketing at ESPN, emphasized the inclusivity of the Tournament Challenge, stating, “Whether you’re new to college hoops or a lifelong fan, anyone can play ESPN Tournament Challenge. Even your cat obsessed friend who only picks teams with cat mascots can win it.” Ader also highlighted ESPN’s commitment to the NCAA Women’s Tournament, pairing live coverage with the bracket game to enhance the fan experience.
Robyn Tenenbaum, Creative Director at BSSP, expressed enthusiasm for the campaign’s humorous and relatable tone, noting its ability to resonate with a wide audience. “Filling out an ESPN Tournament Challenge bracket is so fun and easy, anyone can do it– even if you have zero sports knowledge or an actual human brain,” Tenenbaum remarked.
The campaign will span across various platforms, including broadcast, digital, social media, OOH, radio, live reads, and email, with familiar ESPN personalities joining in on the bracket fun. This marks the 10th collaboration between BSSP and ESPN, known for their award-winning work on previous campaigns like “One App, One Tap” and Fantasy Football executions.
Last year, Tournament Challenge saw unprecedented success, with over 20 million completed brackets for the Men’s Tournament and a 41% increase in total entries for the Women’s Tournament. ESPN’s continued efforts to promote women’s sports have contributed to the significant growth in popularity, with over 1 million users and 2 million brackets recorded for the first time in history.
As March Madness approaches, ESPN invites everyone to join the madness and experience the thrill of Tournament Challenge, where anyone can be a bracketologist, no matter their background or expertise.
CREDITS:
BRAND: ESPN
- Tina Thornton – EVP, Creative Studio and Marketing
- Seth Ader – VP, Brand Marketing
- Alex Healy-Lucciola – Sr. Director of Brand Marketing
- John Lobo – Associate Director of Brand Marketing
- Jon Little – Associate Producer II
- Lenny Washington – Coordinator, Brand Marketing
AGENCY: BSSP
- Sinan Dagli – Executive Creative Director
- Robyn Tenenbaum – Creative Director
- Lauren Byers – Senior Art Director
- Justin Cannon – Associate Creative Director
- Cade Wallace – Senior Producer
- Shelby Deffterios – Associate Producer
- Jake Bayham – Head of Strategy
- Adrienne Johnson – Associate Strategy Director
- Kyle Rodriguez – Account Director
- Gustavo Feria – Account Supervisor
- Kelsey Oium – Project Manager
- Krista Horn – Senior Business Affairs Manager
- Executive Producers, George Meeker, Jeff Miller, Kristian Andresen
PRODUCTION COMPANY The Sweetshop
- Production Service: Transmission Creative (Canada)
- Director: Kate Halpin
- Producer: Colin Hudock
- Director of Photography: Mat Barkley
- Production Designer: Rose Weir
- Production Supervisor: Jennifer Davis
EDIT/FINISH: MackCut
- Editor: Brendan Hogan
- Assistant Editor: Brian Gladstone
- Executive Producer: Gina Pagano
- Color: Stephen Picano
- Animation: Nick Quiles
- Conform: Jim Hayhow
- Sound Design: Brendan Hogan and Marc Healy
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