ESPN showcases what it takes to build a perfect winning team in a campaign promoting the launch of the new Disney Bundle: a one-stop streaming subscription offer giving customers the ability to build and customise their own personal subscription plan spanning Disney+, Hulu and ESPN+.
The campaign, created in harness with Austin (Texas) based creative agency Preacher, targets passionate sports fans and is spearheaded by a hero commercial called ‘Unbeatable’ in which a coaching voiceover describing just what it takes to build the perfect team.
The sports broadcaster’s marketing push showcases the latest Disney Bundle and includes cameos from a team of characters drawn from across the company’s universe – including from Disney+, Hulu and ESPN+.
The creative is a blend of sports footage, moments from flagship TV shows and clips from famous films all of which combine to show how the Disney Bundle provides fans with entertaining stories in all formats.
The aim is to remind fans of the key qualities needed when building an elite, successful sports team: including natural born leaders, experienced veterans, hungry youngsters, tough cookies, mood-lifting pranksters and those with chips on their shoulder and ice in their veins.
The message is clear – all of these characteristics can also be found in Disney+, Hulu and ESPN content.
‘Unbeatable’, which launched across ESPN networks from 15 November, opened with the voiceover ‘You Want A Great Team? You Gotta Build It!’
“We began referring to the Disney Bundle as streaming’s greatest team almost instantly, and this spot was our chance to bring that idea to life – a coach, cut from the Knute Rockney cloth, philosophising about the special mix of personalities any great roster needs,” said Kellyn Blount & Greg Hunter, ECDs at Preacher. “While other spots in the campaign focus more on the moments or the action you’ll find throughout the three services, this one is all about the characters. And thanks to Peter Jackson’s upcoming documentary, we were able to end on The Beatles, one of the greatest teams of all time.”
The campaign was created for an ESPN marketing team which included EVP Marketing Laura Gentile, EVP Marketing & Content Curation Joe Earley, EVP & GM Russell Wolff, VP Marketing Seth Ader, VP Creative Andy Baker, Marketers Peter Mulally and John Lobo, Producer Jon Little and Project Manager Angelica Corral by creative agency Preacher.
The group at Preacher working on the project included Chief Creative Officer Rob Baird, Chief Executive Officer Krystle Loyland, Chief Strategy Officer Seth Gaffney, ECD/Copywriter Greg Hunter, ECD/Art Director Kellyn Blount, Copywriter Justin Grady, Art Director Jeff Anderson, Designer Marissa Servantez, Group Brand Director Heath Tavrides, Junior Brand Manager Paige Majdic, Strategy Director Doug Kleeman, Strategist Zachary Stubblefield, Executive Producer Stacey Higgins, Senior Producer Tyler Divine, Production Coordinator Aggie Ryan, plus Business Affairs Manager Miiko Martin.
The edit house was Uppercut, while mix and sound was handled by TBD Post.
Comment
This latest ESPN work follows on from its recent ‘That’s A W’ espnW campaign and its ‘Join the Evolution’ work promoting ESPN+.
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