ESPN: We Speak Your Sport

At the heart of the idea is a shared love of sport between ESPN and the fan. The creative centres around well-known sport phrases that seem innocent or comedic to the uninitiated, but that convey true sports meaning to sports fans. "WE SPEAK YOUR SPORT” is all about a shared knowledge, a shared joke, and a shared love of sport. The average commentator or the boys down the pub use a different and exclusive language. The campaign focuses on using phrases such as: Giant Killer, Knockout, Fox in a Box, Sin Bin, Hit The Woodwork and Hat-Trick. The campaign will run in TV, Press, Online and Outdoor across August and September, additionally across Sky Sports aiming to reach of over 2 million men. The campaign was devised for ESPN by Associate Marketing Director Alex Lowe, and by Wieden + Kennedy Amsterdam