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 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.”
About SportsCenter AM
SportsCenter, ESPN’s flagship news, highlights and information program, will go live 9 a.m.-3 p.m. ET Monday-Friday starting August 11, replacing the current wheel of re-aired SportsCenters. ESPN’s morning programming has consisted of encore presentations of SportsCenter since January 1996. The new six-hour block of live SportsCenters will feature two teams of two main show anchors, an update anchor, and production personnel split into three-hour shifts. Shows will generally reset every hour and SportsCenter Right Now updates will be presented every 20 minutes throughout the block. Current live daytime SportsCenter anchors include Josh Elliott, Robert Flores, Chris McKendry and Hannah Storm. Sage Steele will present the SportsCenter updates every 20 minutes Monday-Friday throughout the 9 a.m.-3 p.m. blocks.