ESPN Fantasy Football returns with an exciting new campaign titled “Only in Fantasy,” celebrating the unifying power of fantasy football on sports network.
The campaign, created in collaboration with Butler, Shine, Stern and Partner (BSSP), highlights how ESPN Fantasy Football can help alleviate social awkwardness and bring people together.
After a record-breaking 11 million fan signups in 2022, representing a 12% increase from the previous year, this year’s campaign focuses on how ESPN Fantasy Football can smooth over any social situation, whether it’s a chance encounter with a rideshare driver or meeting a partner’s parent for the first time.
Seth Ader, the Vice President of Brand Marketing at ESPN, highlighted the campaign’s objective: “ESPN Fantasy Football creates connections and builds communities. In this campaign, we remind fans to continue playing ESPN fantasy football because it is the ultimate equalizer between people and can help get you out of awkward situations.”
The campaign is brought to life through two 30-second spots titled “Commish” and “Steve,” as well as a 15-second spot called “Delivery.” These advertisements emphasize that ESPN Fantasy Football transcends differences and allows everyone to connect.
REELated:
Robyn Tenenbaum, Creative Director at BSSP, expressed the team’s enthusiasm for the campaign, stating, “The team had so much fun coming up with the perfect exaggerated-yet-totally-relatable scenarios that prove how fantasy football on ESPN is quite literally the answer to anything and everything out there. How do you unawkward a very awkward situation? How do you earn your girlfriend’s ex-military father’s approval? How do you break the ice? Make small talk? What’s the answer to it all? ESPN Fantasy Football.”
The campaign also features OOH. Below are examples from New York and LA:
The collaboration between BSSP and ESPN for fantasy football campaigns dates back to 2019, with previous campaigns including 1+1=ESPN Fantasy Football and last year’s activation. The two entities have also worked together on ESPN’s acclaimed “One App, One Tap” campaign, producing four iterations, including the most recent spot titled “One App, One Tap: Phase 4” launched in May, as well as the Tournament Challenge campaign titled “Go With Your Gut”.
The “Only in Fantasy” campaign will be showcased across streaming platforms, broadcast channels, digital platforms, and audio outlets. Additionally, out-of-home activations will take place in prominent locations such as Times Square and LA Live.
CREDITS:
CLIENT: ESPN
- Tina Thornton – EVP, Creative Studio and Marketing
- Seth Ader – VP, Brand Marketing
- Alex Healy-Lucciola – Sr. Director, Brand Marketing
- John Lobo – Associate Director, 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 – Senior Copywriter
- Cade Wallace – Senior Producer
- Jake Bayham – Head of Strategy
- Kyle Rodriguez – Account Director
- Gustavo Feria – Account Supervisor
PRODUCTION COMPANY: ArtClass
- Vincent Peone – Director
- Aiden Samford-Ulrich – Director of Photography
- Geno Imbriale -Managing Partner
- Rebeca Niles – Managing Director / EP
- Eric McCasline – Executive Producer
- Sparkle Jones – Head of Production
- Kat Garelli – Production Manager, ArtClass
- Terry Gallagher – Line Producer
- Abby Jones – Production Manager
EDIT: MackCut
- Brendan Hogan – Lead Editor
- Ellen Schoenfeld – Assistant Editor
- Nick Quiles – Animator
- Jim Hayhow – Flame Artist
- Steve Picano – Color Artist
- Gina Pagano – Executive Producer
- Alex Pinkett – Producer
SOUND DESIGN/MIX: Th3rd Sound
Chip Sloan – Sound Designer / Mixer
