Responses by Arts & Letters Creative Co.
Background: ESPN has always been a home for a fan’s relationship with sports, one that seeks to elevate the arena of competition beyond simple stats and scores. That’s why we created the spot “There’s No Place Like Sports” to reignite the relationship that fans have with sports and remind people what ESPN has always been about: a home for the world’s biggest sports fans, no matter how long they’ve been watching.
Reasoning: We focused on a truth any fan would recognize—that sports are a place where anyone can find something to believe in. Whether it’s draft picks or backups, beards or celebration dances, in sports, everyone can find something to be optimistic about. It was an insight uniquely true to the renewal and stakes of fandom in spring. The challenges of a world without sports only made it more salient to fans hungry for something to believe in.
Challenges: We wanted to be thoughtful and respectful of the moment the world and fans were going through, while still staying true to the brand’s voice. We debated and edited and debated some more, aiming to strike a tone that would resonate with fans in this moment. After the launch, it was great to see the one-minute spot embraced by fans as a poignant reminder of everything they love and miss about sports, and why they can’t wait for it to return.
Favorite details: The unique stories of hope that we were able to tell: the spelling bee champs, the Zamboni driver turned hockey star, even the New Orleans Pelicans’s ping-pong ball fortune. Sports fans have a unique sense of optimism and belief unlike anywhere else—and what better time to share that?
Specific demands: Creating a story and a case that there is no place like sports, during a time when there is no place with sports. This is such a unique season for the sports world, but also a great reminder of the important role they play in our life and just how unifying something can be, even when it’s not there.
Anything new: For found footage, the clearance process is rigorous, even under normal circumstances. But as we reached out to leagues and athletes, we found out how important it was to be a part of this message during this time. Sports are not just a special place; it’s a special community.