ESPN and Droga5 Introduce: That’s Gonna Be On SportsCenter

ESPN is unveiling a new campaign, That’s Gonna be on SportsCenter, focused on its flagship program. The campaign highlights a phrase that became part of the sports lexicon years ago, as the show became embedded into the fabric of sports culture. That’s Gonna be on SportsCenter is a reminder and celebration that there are moments in sports, and then there are SportsCentermoments.

Droga5 is the creative agency, and led the concept, creative development and direction for the multiplatform campaign.

“Whether it’s a memorable play or an infamous fumble, making it to highlight status on SportsCenter is a badge of honor,” said Wanda Young, SVP of Marketing and Consumer Engagement, ESPN. “That’s Gonna be on SportsCenter is an aspirational phrase uttered by athletes and fans alike, and we’re shining a light on its significance with this campaign.”

Added Norby Williamson, EVP and Executive Editor, Studio Production, “Fans have a personal connection with SportsCenter, regardless of where they engage with the show. The context and personality we provide around a highlight is a key differentiator, and this campaign illustrates the fact that it’s not truly a highlight unless it has made it on SportsCenter.”

That's Gonna Be on SportsCenter is a multi-dimensional campaign that will come to life and engage fans across the ESPN platform. In the initial television spot, “Reflection,” a football player lamenting a botched play is visited by an other-worldly Kenny Mayne, who lets him know that the moment is definitely going to be on SportsCenter. Unfortunately for the player, it will be a part of the Not Top 10 segment, where highlights are celebrated for their infamy, rather than achievement.

Coming this Fall, ESPN's game producers will begin flagging SportsCenter-worthy moments in real time. During live game action, That's Gonna Be on SportsCenter graphics will appear when Top 10 or Not Top 10 moments occur, serving as a natural extension of the campaign.

Fans will have an opportunity to get in on the action as well with themed GIFs with the campaign expression, which will be loaded into the GIPHY library. From there, fans can identify their own SportsCenter highlights and share them across social media.

"We wanted to reaffirm why SportsCenter is the go-to destination for all the highlights, lowlights, and everything in between that exists in the world of the SportsCenter audience. At the end -- and beginning -- of the day, SportsCenter serves as the ultimate curator that sees and breaks down everything that unfolds in sports, and those highlights are paramount to that experience," said Brandon Pierce, Group Creative Director, Droga5.

SportsCenter has been ESPN’s signature news and information brand since the launch of the network, inventing the genre and setting the standard for serving sports fans. SportsCenter has evolved into a multiplatform presence and millions of fans connect with SportsCenter on a daily basis via television, the ESPN App and on social media platforms including Twitter, Instagram, Facebook, Snapchat and more.

That’s Gonna be on SportsCenter will complement the existing This is SportsCenter campaign, which launched in 1995 and includes a library of more than 400 spots. 


Brandon Pierce
Group Creative Director Droga5
 

Tell us about your role in the creation of this work.

My role was working closely with my creative team to crack the concept, and leading collaboration with my colleagues in all other phases of the process: Account, Strategy, Production, and Comms to bring it to life and blow it out.

Give us an overview of the campaign, what is it about?

BP: The campaign is dead simple. In life, there are moments, and there are SportsCenter moments. And when those SC moments happen, you say to yourself, or a friend, or a stranger, That's Gonna Be on SportsCenter. 

Tell us about the details creative brief, what did it ask?

BP: The brief asked us to create a campaign reminding people why they love SportsCenter and reminds them that it's the highlights, and the perspective of their anchors, that provide the premium experience for any sports fan, both diehard and casual.

Which insight led to the creation of this piece of work?

BP: "That's Gonna Be on SportsCenter" is a phrase every sportsfan has felt or said. It's a human truth that we can all rally behind. 

How did the client initially react to this idea?

BP: They were quite excited and enthusiastic about it. 

What was the greatest challenge that you and your team faced during development.

BP: Making sure all of the vignettes felt real and authentic.

What did you enjoy most about seeing this campaign through? Did you learn anything new from the experience?

BP: Being on set and seeing these ideas come to life.

Where do you see this campaign going in the future?

BP: I see us as having only scratched the surface of this campaign's potential. "That's Gonna Be On SporsCenter" (TGBOSC) has the chance to become a true movement and a household campaign.