ESPN UNVEILS ADVERTISING CAMPAIGN FOR FA CUP
- Nationwide campaign to run across outdoor, print, TV and digital
- Draws on ESPN’s Cup of Dreams marketing positioning of the FA Cup
- Campaign to be integrated with ESPN on-air promos
ESPN has launched its 2012/13 cross-media advertising and promotional campaign, Cup of Dreams, in support of its live televised coverage of the 2012/13 FA Cup.
One of the two central creative executions in this season’s campaign – Electrician – debuts on key outdoor sites around the UK, with a focus on media around those teams featuring in ESPN’s Third Round live televised matches. In addition, the campaign appears in digital and mobile media from today (December 26) and rolls out on national TV this week, on ESPN, Sky Sports and ITV with 30-second spots. On print, it will appear from January 5 in titles such as the Daily Mail, Daily Mirror and Daily Star.
The two central creative executions for this season’s campaign are:
- Electrician: an electrician is busy fixing lighting in a new river-side office and residential tower block. Dreaming of his side’s big FA Cup match, he is inspired to re-rig the wiring, and looks on proudly as the lights are switched on in the building for the first time, revealing lighting in an FA Cup shape across the building’s multi-storey facade.
- Play Room: a father and daughter are decorating the girl’s bedroom with a set of star constellations on one of the walls. Caught up in the passion of the FA Cup, the father has his own idea for a constellation and is busy aligning the stars into a giant FA Cup trophy-style constellation.
It draws on ESPN’s Cup of Dreams marketing positioning around its coverage the FA Cup, which plays on notions such as non-league teams dreaming of ‘killing a giant’; or of strikers dreaming of scoring in the final. Throughout the creative, is the idea that when their team is on a Cup run, or has giant-killing moment, that this obsession permeates the everyday thoughts and activities in a fan’s life – often even influencing what they say and do at home, work or leisure.
Additionally, Cup of Dreams is integrated into ESPN’s on-air promotional spots on ESPN and ESPN Classic. A variety of 30-second executions combine the Electrician and Play Room creative with four further scenarios ahead of the FA Cup Third Round:
- Clown: a clown, caught up with FA Cup day-dreams and busy entertaining kids by making animal-shaped balloons, make an FA Cup-shaped balloon sculpture.
- Coffee: a barista, obsessed with her team’s FA Cup run, makes a cappuccino with a creamy FA Cup design on top, instead of the coffee shop’s signature topping.
- Pitch: a football grounds keeper, turning his attention to the FA Cup, fails to lay the pitch markings correctly and instead does so in the shape of an FA Cup.
- Christmas Jumper: a fan walking through a busy set of commuters, proudly wearing a Christmas jumper featuring a large FA Cup logo.
Alex Lowe, Associate Marketing Director, ESPN Europe, Middle East and Africa, said: “The FA Cup has a rich and glorious heritage that we celebrate proudly at ESPN. First and foremost, we are fans ourselves. We understand the passion. And through our new FA Cup campaign we aim to capture and bring to life a fan’s anticipation, obsession and optimism for the tournament ahead of each round.”
The campaign has been produced by ESPN and BDA Creative. For ESPN, Lowe oversaw the campaign, with creative direction from Sam Murphy, ESPN on-air promotions manager. For BDA, writing was by Sally Bowness and Paul Maley with creative direction from Executive Creative Director Pete Conolly. Planning was led by James Moody and Emma Profitt. The films were directed by Richard Cousins and the producers were Emily Simpson and Anubha Khosla, all at BDA. The stills photographer was Dylan Collard.