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Tag Archives: sports ads

72andSunny Delivers ‘We’re All Rivals Here’ Fan Campaign for NFL Thursday Night Football

Inspired by this year’s Thursday Night Football matchups that are packed with historic division rivalries, the NFL and 72andSunny LA have worked with real fans across the country to showcase the fire and passion they have for their teams.

In the new campaign 'We're All Rivals Here,' a combination of traditional casting calls, call-outs by NFL teams and social media outreach were used to find authentic fans. During the production, fans were filmed simultaneously allowing both sides to hear what each other was saying during the throw downs, which encouraged the real time, high stakes banter.

he NFL also enlisted lifelong New York Giants fan and renowned director, Peter Berg (who directed the NFL’s Super Bowl spot, 'The 100-Year Game') to direct the films. Peter was just as much a fan as the actual cast, and even sparked debate from behind the camera.

CLIENT: The National Football League

CREATIVE AGENCY: 72andSunny Los Angeles


DIRECTOR: Peter Berg


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National Golf Foundation Aims to Bring a Wider Audience to the Game in Latest Campaign by TDA Boulder

In its first-ever advertising, breaking this summer, The National Golf Foundation, aims to bring new golfers to the game. The campaign, titled “Welcome2Golf,” includes two TV :30s, three print full pages, and new microsite welcome2golf.com . It is advertising agency TDA_Boulder’s first work for the new client.

The campaign is not about the golf you think you know. Instead, it mocks the game’s stereotypes (argyle sweaters, “better-playing” men) and highlights some of its less known guilty pleasures (think intoxicants). And the target audience is not who you might think of as likely golfers. Individual ads are addressed to day drinkers, rec-league athletes, stoners, and women.

TV media includes Comcast, Hulu and Digilant, targeted via Mosaic, 3rd party data and geofencing (Propellant Media). Print includes regional lifestyle monthlies and alternative magazines. Client research shows 47 million non-golfers in the U.S. who have at least some interest in playing.

The National Golf Foundation, Jupiter, Fla., founded 1936, is the only trade organization that works with every sector within the golf industry to foster the game and the business of golf.

TDA_Boulder, in Boulder, Colo., is an independent advertising agency with other clients including FirstBank, Daiya Foods, Post Brewing, Copper Mountain, Justin’s Nut Butter, Ascent Protein, and Patagonia.

Welcome2Golf - Beer

Welcome2Golf - Argyle

ECD/CW: Jonathan Schoenberg
CD/AD: Alex Rice
CD/CW: Jeremy Seibold
AD: Ande Eich
CW: Zola Owsley
Designer: Zach Minard
Account Director: Abby Schroder
Account Executive: Layne Lafrati

Production Co./Post: Wild Manor, Boulder, Colo.
Dir./DP: Sean Waldron
Exec Producer: Lennon Barnica
Producer: Kate Swenson
Editor: Matt Mooney
Colorist: Jonnie Sirotek

Sound: Coupe Studios, Boulder, Colo.

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Judah & the Lion’s “Let Go” Chosen as ESPN’s New College Football Anthem for 2019-20 Season

Today at the Capitol Congress in Los Angeles, ESPN announced that Cletus the Van/Caroline recording artist Judah & the Lion will provide the musical backdrop for the 2019-20 College Football Season.  The newest single from the band – “Let Go” – will serve as the anthem for ESPN’s coverage of College Football’s 150th season, which kicks off on August 24. This marks the fifth year ESPN has collaborated with Universal Music Group.  Once again, music from the labels’ biggest artists will be incorporated into ESPN college football programming, promotion and games throughout the season.

“College football is back. For fans, teams and players, it is about letting it all go for the wild ride of the season,” said Emeka Ofodile, ESPN vice president of marketing. “Judah & the Lion and their single ‘Let Go’ captures that emotion and story to a ‘T’. We can’t wait for college football to start.”

Said Brian Nolan, Senior Vice President, Capitol Music Group, “We are thrilled to partner with ESPN for the upcoming college football season.  Music plays such a prominent role within the landscape of the college football experience and Judah & the Lion have delivered an instant classic anthem with ‘Let Go.’”

“Let Go” was officially released today and accompanied by an ESPN-produced college football hype video, marking the track’s world debut and ushering in a new college football season on ESPN.  The band wrote and recorded the song specifically with the college football season in mind, including elements of “Pep Talk” – the stirring introductory track from the band’s new LP Pep Talks – and will be included in a deluxe version of the album available today.

This season, college football fans will hear music from Judah & the Lion and other top artists from Capitol Music, Interscope, and other Universal Music artists including Jax Jones, Five Seconds of Summer, NF, Jeezy, Brantley Gilbet, Thomas Rhett, and many more. ESPN celebrates the 150th season of College Football beginning this Labor Day Weekend, which will feature top-tier match ups and the most games of any network in week 1, which will continue throughout the season.

ESPN’s Networks 2019 College Football Slate
Please note: All games are on Saturday unless identified

About Judah & the Lion
Nashville’s Judah & the Lion released their critically acclaimed third LP Pep Talks on May 3 2019 via Cletus the Van/Caroline.  Pep Talks follows the breakthrough success of sophomore LP, Folk Hop N Roll - the album spawned triumphant 2017 PLATINUM-selling single "Take It All Back" which topped the alternative songs chart for three weeks in a row, paving the way for a Best New Rock/Alternative Artist win at the 2018 iHeartRadio Awards, numerous TV appearances, tours with twenty one pilotsIncubusJimmy Eat World, headlining sets at festivals across the globe and more. Pep Talks lead single “Over my head” rocketed to Alternative Radio’s Top 10 earlier this year and made its small screen debut on Jimmy Kimmel Live! March 2019. The band also made debut appearances on Late Night with Seth Meyersand NBC’s TODAY ahead of the album’s release. With 350 million global streams under their belts, their biggest headlining tour this fall and latest single “Why Did You Run?” quickly climbing the charts, 2019 is poised to lift Judah & the Lion to new heights.

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Innovative Experience Designed by VIBRANT Helps National Bank Surprise Rogers Cup Visitors

For the Rogers Cup, held in Montreal from August 2 to 11 and in Toronto from August 3 to 11, VIBRANT Marketing developed an experiential concept to showcase National Bank's focus on technological innovation. A new structure set up in Montreal features a conceptual experiment through which to explore the world of tomorrow via eye-tracking and motion-detection technologies.

In Montreal, the experiment has two parts:

Eyes on the future
In this experiential lab, visitors view sequences of images arranged according to specific themes to help them determine what their aspirations are. Visitors can experience eye-tracking technology and discover which images inspire them most for their future. They won't believe their eyes!

Powering tomorrow, together
We’re always looking out for the latest technological innovations. That’s why we invite visitors to try an immersive guided experience during which lights and sounds will follow them as they move through a tunnel. The future awaits our visitors, and we hope they will move toward it with us.

In Toronto, participants will get the chance to enjoy the Eyes on the future experience, along with a surprise activation on central court.

‘’National Bank Reveal the Message Contest’’
On National Bank Day, 8,000 pairs of 3D glasses will be distributed to spectators as they enter the Rogers Cup site. At half-time, a giant flag will fly on centre court to invite participants to decipher a hidden message using 3D technology and get a chance to win a grand prize.

“For many years now, the National Bank has been working with Tennis Canada in several ways. The Montreal and Toronto Rogers Cup activation is a fabulous opportunity to interact with the public and provide them with an original and innovative experience. That's why we called on the expertise of VIBRANT, an agency that shares our vision and has developed a concept that showcases our spirit of innovation,” says Marie-Ève Lemay, Senior Director, Partnerships and Experiential Marketing at National Bank.

“The strategy we used was to show National Bank as a straightforward and efficient bank that’s also focused on new technologies. National Bank has been a major Rogers Cup sponsor for many years, and we believe that visitors are well acquainted with its brand. They’re now ready to try an experience that’s centred on the banking world rather than on tennis but is still fun. Our mission is to engage the target audience by having them envision the bank of tomorrow; we also want to listen to what they have to say to better support them in the future. We believe that a bank that delights in setting up a sponsorship that establishes a dialogue with its fans is a bank that pulls out all the stops to support its customers in the future in a simple and effective way. That's why we developed a unique and bold concept to further engage and surprise Rogers Cup spectators while providing them with a memorable experience," says Eric Brouillet, President of VIBRANT.


Advertiser: National Bank of Canada

Agency: VIBRANT Marketing
Director, Brand Strategy: Marie-Hélène Leblanc

Director, Customer Service: Véronique Bourgeault

Associate Director, Customer Service: Julie Ouellette

Manager, Brand Experience: Gabrielle Reda

Experiential Specialists: Laurianne Théberge

Creative Director: Étienne Bastien
Artistic Director: Renée-Claude Lapierre
Graphic designers: Alexandra Gendron-Chantal and Catherine Bisaillon

Production and technology: Locals

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ESPN Launches Fantasy Football Campaign by BSSP

As July comes to a close, the NFL season is right around the corner, which means fans are gearing up for Fantasy Football. Today, ESPN launched its “1+1 = ESPN Fantasy” campaign – created by creative agency, BSSP – to show core NFL fans that when it comes to having fun with friends and family, the formula is simple. Friends + Football = ESPN Fantasy Football.

With images of Aaron Rodgers and Saquon Barkley, among others, the campaign uses colorful visuals to highlight ESPN’s leading Fantasy Football platform and remind fans that ESPN is THE place for NFL fans to play. To create this digitally led campaign, ESPN worked with BSSP and LA-based motion graphics firm, Gentleman Scholar, to bring the campaign to life.

Said Seth Ader, VP of ESPN Brand Marketing says, “We set out to find an agency to help us take a new, digital-first creative approach to Fantasy Football. Our collaborative process with BSSP led to a modular concept that highlights the benefits of ESPN Fantasy Football with NFL Fans. We know from research that playing fantasy football elevates the viewing experience -- that’s what we wanted to convey with this campaign, in an effort to convince those fans who are not currently playing that it’s time to join in the fun.”

The campaign consists of TV, social, digital, digital video, and radio.

This is BSSP’s first campaign with ESPN Fantasy Football. They worked with ESPN to develop the strategy and creative work from ideation to production. The campaign launched on July 22.

Agency: BSSP
Matthew Curry: Chief Creative Officer
Sinan Dagli: Creative Director
Chris Cavalieri: Associate Creative Director
Mike McGuire: Copywriter
Sarah Ross: Art Director
Meredith Ashworth: Producer
Michelle Finelli: Account Director
Patrick Gregory: Account Supervisor
Jake Bayham: Strategy Director

Client: ESPN
Laura Gentile: Senior Vice President, Marketing
Seth Ader: Vice President, Brand Marketing
Peter Mulally: Director, Brand Marketing
John Lobo: Manager, Brand Marketing
Spencer Shaev: Coordinator, Brand Marketing
Billy Hickmott: Intern, Brand Marketing

Production Company: Gentleman Scholar
Creative Director: Will Johnson
Managing Director/E.P.: Jo Arghiris
Executive Producer: Kirsten Noll
Head of Production: Tyler Locke
Associate Creative Director: Chris Finn
Associate Producer: Kev Jones
Designers: Madison Ellis, Gretel Cummings, Hanna No, Jina Kwon
2D Animators: Kenny Kerut, Henry Pak, Lauren Tom, Zack Miller, Jeffrey “Jip” Jeong
Cel Animator: Lyuben Dimitrov
3D Generalists: Cameron Scott, Jeremy Ramirez
Assistant Editor: Dominic Strazulo
Flame Artist: Matt Lavoy

Audio Post: One Union
Sound Design/Audio Engineer: Joaby Deal

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‘Find a Rival’ is J.J. Watt’s Advice in Latest Gatorade Commercial

NFL star J.J. Watt has achieved a lot of success in his career, but not without overcoming some challenging obstacles, including serious injuries and painful rehabilitation to get back on the field.

How does the three time NFL Defensive Player of the Year keep himself motivated through tough times? Watt advises young athletes to find a rival -- someone who scares them -- whether they're far away or just across town. Sometimes they might even be family. The Texans defensive end says that person should be dedicated to taking you and defeating you. Your competitor will drive you to stay late, come in early and become obsessed. Gatorade showcases moments from storied rivalries like the Chicago Bears vs. the Green Bay Packers and Magic Johnson vs. Larry Bird while insisting that, eventually, the rivalries will foster respect, admiration and raise your game.

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Cardi B ‘Nails’ It in Latest Ad Campaign For Reebok

Cardi B stars in "Nails," an enthralling moment of acrylic prowess for Reebok as part of the campaign "Sport The Unexpected." Agency Venables Bell & Partners teamed with Cut+Run's editor Ben Campbell and Biscuit director Andrea Nilsson to create this eye-popping celebration of the stylin' collaboration between the performer and brand. Click here to view the spot.

The artist has been nothing short of a trailblazer since her debut album Invasion of Privacy released in 2017. Her musical accolades include the woman with the most simultaneous Hot 100 entries, while her resume and influence goes well beyond the music. In other words, she nails it.

Client: Reebok
Title: “Sport the Unexpected”

Agency: Venables Bell & Partners
Chairman: Paul Venables
Executive Creative Director: Will McGinness
Creative Director: Byron Del Rosario
Art Director: Victor Roa
Copywriter: Sam Bauer
Director Of Integrated Production: Hilary Coate
Produer: Melanie Fedunok
Production Assistant: Mandy Tripp
Account Director: Kristin Obi
Account Supervisor: Jessica Zou
Account Manager: Patrice Boswell
Business Affairs Manager: Sametta Gbilia

Production Company: Biscuit Filmworks
Director: Andreas Nilsson
Director of Photography: Alexis Zabe
Partner/Managing Director : Shawn Lacy
Executive Producer: Holly Vega
Line Producer: Grace Bodie
Head of Production: Mercedes Allen-Sarria, Rachel Glaub
Production Designer: Alexis Ross

Editorial Company: Cut+Run
Editor: Ben Campbell
Assistant: Ramon DeSouza
Producer: Jess Manning
Executive Producer: Deanne Mehling
VFX: The Mill
Creative Director: Phil Crowe, John Leonti, Wes
Executive Producer: Anastasia Von Rahl
Producer: Katie Buckley, James Beck, Melanie Roy
Production Coord: Sean Tomek
2D Lead: Martin Karlsson
3D Lead: Jason Mortimer, Jorge Montiel
Colorist: Greg Reese
Color Producer: Liza Kerlin

Sound Design/Mix/Music: Barking Owl
Track: Original ‘Nails Did’
Composer: Jacob Plasse
Mixers: Mike Franklin, AJ Murillo

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The Rec League Creates Global Anthem Campaign for New Balance’s FuelCell Running Shoe Line

LA-based creative and production agency The Rec League is behind a new global campaign for New Balance to promote the athletic brand’s FuelCell Propel and Rebel running shoes

Launching July 9, the campaign represents a new marketing strategy for New Balance, both from a creative standpoint and in the way its athletes are showcased. The campaign pokes fun at typical advertising running clichés and shows why you don’t need long manifestos or fancy speed metaphors to know that New Balance’s athletes are fast. The message is simple: Don’t just talk about being fast; go out and be fast. 

The centerpiece of the campaign is a two-minute anthem film featuring five of New Balance’s top athletes and pro runners: Sydney McLaughlin, Trayvon Bromell, Boris Berian, Cory McGee and Kendall Ellis. Bold, irreverent and fun, the film utilizes creative editing techniques, special effects and retro touches to make its point, often in a tongue-in-cheek way. 

“We wanted to stay authentic to both our New Balance athletes and everyday runners, and not fall into the same creative space that much of speed marketing tends to live,” said Jack Jensen, Head of Creative at The Rec League. “New Balance is not afraid to have its own voice and stance, and its pro athletes are no different. We don’t need to sell you on how fast Sydney McLaughlin or Trayvon Bromell is; you already know they are. And we don’t need to tell you to be fast; be fast.”

In addition to the anthem film, the campaign will include individual athlete films, OOH, in-store and social content to follow in July and run throughout the summer. The global effort will run in North America, Europe, Asia, APAC and Latin America. 


New Balance:
Patrick Cassidy - Global Brand Marketing Director
Siobhan Breagy - Global Brand Marketing Manager 
Sean Sweeney - Global Brand Marketing Manager 
Harry Norton - Global Integrated Marketing Manager
Kevin Quadrozzi - Sports Marketing Manager  

The Rec League: 
Trent Ubben - Creative Director, Head of Production
Jack Jensen - Creative Director, Head of Creative
Scott Swindler - Head of Brand 
Adam Bial - Director of Photography 
Josh Nathan - Producer
Albert Chi - Production Supervisor
Alyssa Giordano - UPM
Gabe Sanchez - Color/VFX

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