ESPN has released its latest creative campaign promoting the 2021 season of college football on ESPN. “Welcome Home,” the latest campaign since “Who’s In?” was introduced in 2014, illustrates the unique passion that fans have for college football.
ESPN worked with agency McKinney to capture the sentiment of “home” that resonates so strongly with college football fans. Home represents tradition, community, and all the universal elements of the sport that fans cherish most. The spot also features a custom remix of “Coming Home” by Diddy ft. Sklar Grey from Grammy-nominated producer Swiff D, building upon ESPN’s successful partnership with Interscope Records. The creative launches across ESPN networks today and is the first in a series of brand spots that will debut throughout the year.
“This year especially, ‘Welcome Home’ is the warm creative tone we need for the return of college football,” said Curtis Friends, senior director of sports marketing for ESPN. “It perfectly encapsulates the diversity, emotion, and pure celebration we will experience watching our favorite teams compete once again.”
From our partners:
Added McKinney Group Creative Director Lyle Yetman: “No sport feels as familiar, as nostalgic, as heart-warming and joy-inducing as college football. And after a year when the sport wasn’t quite the sport we all recognize, fans and players, and even ESPN, are finally coming home to the sport they cherish.”
Credits:
Agency: McKinney
Client: ESPN College Football
Campaign: Welcome Home
ESPN Marketing:
EVP Commercial Marketing Networks & ESPN: Laura Gentile
VP Sports Marketing: Emeka Ofodile
Sr Director Sports Marketing: Curtis Friends
Associate Director Sports Marketing: Maggie Davis Lewin
Marketing Manager: David Dessau
Marketing Coordinator: Willi Anderson
Music:
Music Director: Kevin Wilson
Music Ops Supervisor: Joanne Strange
Music Coordinator: Caitlin Delvillano
Producer: Steven Thornton aka Swiff D
McKinney Creative:
Chief Creative Officer: Jonathan Cude
Group Creative Director: Lyle Yetman
Group Client Director: Ryan Gardiner
Creative Directors: Jen MacFarlane, Will Chambliss, Jameson Rossi
Account Supervisor: Maggie Dietz
Strategy: Walt Barron
Production
Producer: Adam Oliver
Business Manager: Laura Gearino
Editor: Peter Norton
By Isabelle Lopez
Source ESPN
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