ESPN and W+K Team Up

Wieden+Kennedy New York went to work for ESPN and created the “It’s Not Crazy, It’s Sports” brand campaign to share with the public the norms of the sports world. The only issue I have with it is that it’s like beating a dead horse. People already know that sports discussions are a normal part of American culture. The spot is funny and entertaining but it didn’t tell teach me anything I didn’t already know.

The spot begins with two guys, sitting at a table discussing what sounds like baseball and math. Another group of nerdy friends walk up to the jocks and call them nerds because of their discussion. The best way I could describe the situation is that it’s a visual play on words.

Now, if they would have done something like demonstrate how women can also talk sports, that would have been awesome. Even the nerdiest guy can talk some sports or at least have some idea of how to engage others. In my opinion, they were preaching to the choir with this spot.

Finally, the agency-client collaboration seems to really work. And why not, ESPN is the biggest name in sports media and W+K well we all have seen their work.

Best,
-A.B.