Shania Twain & ESPN ‘Ready For Playoffs’ Ad Promotes Channel’s NFL Postseason Broadcast Schedule

Late December saw broadcaster ESPN release the latest wave of creative promoting its NFL coverage focusing on the season climax and called ‘Ready For Playoffs’.


The postseason creative seeks to promote the NFL on ESPN and capture the unpredictability of this strange season as it reaches the playoffs with the help of the classic 1990’s Shania Twain song ‘You’re Still the One’.



The commercial is currently running across ESPN television, digital and social platforms from late December ahead of NFL Wild Card weekend on 9 to 10 January.


ESPN’s marketers developed the campaign, which is a continuation of the sports media giant’s 2020/21 season-long ‘Ready For Football’ campaign, with agency Arts & Letters Creative Co.


The agency team working on the campaign included Executive Creative Director Charles Hodges, Creative Director Molly Jamison, Creatives Dixon Muller, Scott Hayes and Tanner McColl, Editor Matt Doe, with Producer Griffin Morrow and Executive Producer Keith Jamerson.


Other members of the team included Director of Production Letitia Jacobs, Managing Director Rich Weinstein, Group Business Director Theo Abel, Business Manager Martin Madriaga, Director of Strategy Andy Grayson, Strategy Director Zach Wootton, Director of Business Affairs Lenora Cushing, Business Affairs Assistant Jennifer Kmetzsch and Music Supervisor Cam DiNunzio.
Colour and finish was by Madbox Made, with audio mix from Overcoast Music + Sound.





After an NFL season and a sporting year which genuinely feels like we’re all collectively finding a way to struggle through, the collective joy of making it to the playoffs and the finals must surely feel more important than ever.


The debut ‘Ready For Football’ spot, which introduced the campaign back in September 2020, also came with a memorable retro 90s music track in the form of Celine Dion’s ‘All Coming Back To Me’ (see case study).








Arts & Letters Creative Co






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