Spot Features Re-Interpreted Daft Punk Classic Performed by De’Wayne
Born out of ESPN’s ongoing mission to serve sports fans anytime, anywhere, ESPN+ is the ultimate evolved sports streaming platform – delivering more live sports, original content and premium editorial than any other streaming service. Now ESPN+ is launching an integrated brand campaign inviting sports fans everywhere to “Join the Evolution.”
"ESPN is a powerful way for sports fans to connect with the content they love. That connection has been a constant for decades, yet has evolved to meet the changing needs of our fans” explained Seth Ader, Vice President, Brand Marketing, ESPN. “ESPN+ represents the latest evolution, establishing itself as the #1 sports streaming platform from day one. Using imagery that highlights the evolution of sports and fandom, this campaign shows how ESPN+ is meeting fans where they are going – in this case, the forefront of the sports streaming experience."
Claisian Phillips, Vice President, ESPN+ Marketing added, "At the heart of ESPN+ is our direct relationship with sports fans. As they experience the evolution of sports in real-time, the way they engage with sports content is also changing. ESPN+ reflects that change and is leading the evolution in sports streaming.”
ESPN worked with Austin creative agency Preacher on the new campaign that chronicles the evolution of sports viewership from the fans’ perspective. The creative uses a mix of archival and modern footage to show how in addition to its live sports rights, ESPN+’s exclusive features and original content continue to bring the ever-changing world of sports straight to the fans, in real-time, anytime.
“It isn’t often you get to work on a brand with such a rich and storied history in their space. Being able to capture the innovative spirit of ESPN+ by drawing on the decades of sports ESPN has brought into our homes was an amazing opportunity and a fun sandbox to play in. Or rink to play on. Or course to play... through? You get the idea,” said Kellyn Blount and Greg Hunter, Executive Creative Directors at Preacher.
To drive home the message, ESPN and Preacher enlisted up-and-coming alternative artist/rapper De’Wayne to record a modern-day evolution of Daft Punk’s 2001 hit track, “Harder, Better, Faster, Stronger,” to serve as the campaign’s anthem. De’Wayne’s hard-hitting rock instrumentation, mixed with lively hip-hop beats and punk-tinged vocals, delivers a fresh take on the electronic original, whose repetitive lyrics remind fans that nothing ever stands still—just like in the world of sports.
ESPN+ has experienced explosive growth, reaching 14.9 million subscribers (as of July 3), and adding long-term agreements with NHL, La Liga and the PGA Tour to a lineup that already featured UFC, MLB, the most comprehensive soccer lineup in the industry, college football, basketball and other sports from 20 conferences and more. ESPN+ also offers original content like the anticipated Man In The Arena(featuring Tom Brady), the expansion of Peyton’s Places, a second season of More Than An Athlete, The Return of The Ultimate Fighter, the acclaimed series Detail and more.
The campaign’s hero :30 and additional :15 variations will run nationally across paid and owned linear, digital and audio.
CREDITS:
Client: ESPN+
EVP Marketing, ESPN & Networks: Laura Gentile
EVP Marketing & Content Curation, Disney+ & ESPN+: Joe Earley
EVP & GM, ESPN+: Russell Wolff
VP’s Marketing: Seth Ader, Claisian Phillips
Marketing: Mikaela Curtin, Peter Mulally, Corley Stone
VP Creative: Jeremy Manton
Creative: Deb McGuffey
Production: Matt Cheron, Jon Little
G&L Lead: Ryan Campbell
G&L Creative Team
Agency: Preacher
Chief Creative Officer: Rob Baird
Chief Executive Officer: Krystle Loyland
Chief Strategy Officer: Seth Gaffney
ECD/Copywriter: Greg Hunter
ECD/Art Director: Kellyn Blount
ACD/Art Director: Melissa Lin
ACD/Copywriter: Tyler Booker
Designer/Studio Artist: Candice Balbuena
Group Brand Director: Heath Tavrides
Jr. Brand Manager: Vaughan Poole
Strategy Director: Doug Kleeman
Jr. Strategist: Zachary Stubblefield
Executive Producer: Stacey Higgins
Senior Producer: Tyler Divine
Business Affairs: Miiko Martin
Edit House: Uppercut
Sr. Producer: Chris Muldoon
EP: Julia Williams
Editor: Mike Sobo
Assistant Editor: Jake Jennewein, Sarah Welty
Music
ESPN: Claude Mitchell, Kevin Wilson
Artist: DE’WAYNE
Label: Hopeless Records
Producer/Mix: HOOKS
Artwork: Timothy McAuliffe
Mix: Heard City
Sound Engineer: Tom Morris
Audio Producer: Sasha Awn
Finish House: Uppercut
Senior Producer: Chris Muldoon
After Effect/Grx: Maxime Benjamin, Miguel Delcan
Flame Artist: Chelsea Pistono
Assistant Flame: Marcus Wei
Telecine: CO3
Colorist: Joseph Bicknell