In Depth

A Special on Spots

‘SportsCenter’ Campaign Gets Its Own Show

Those clever spots for ESPN’s “SportsCenter” are so popular that the network is planning a one-hour special dedicated to the campaign.

“The Best of ‘This is SportsCenter’” will air Dec. 11 at 8 p.m., presented by Kay Jewelers.

Hosted by Karl Ravech, the show will present the history of the campaign as well as debut three new spots in the series. There will also be interviews with celebrities and athletes who have appeared in the commercials, including Roger Clemens, Ben Roethlisberger and Trevor Hoffman.

“Sports fans tell us that they love the SportsCenter campaign, so we’re serving up some of the all-time classic spots from more than 300 that have been produced,” said Katie Lacey, senior VP of marketing at ESPN. “It will be an entertaining look back at the 12 years of the campaign.”

The “This is SportsCenter” campaign was created in 1995 by ad agency Wieden + Kennedy. The ads provide mock behind-the-scenes looks at moments at ESPN’s Bristol headquarters as “SportsCenter” anchors interact with athletes, celebrities and mascots.

ESPN says signing athletes to do spots is easy because the campaign is so popular.

“I was honored to be featured in the legendary ‘This is SportsCenter’ campaign alongside guys like Ladainian Tomlinson, ‘Big Papi’ David Ortiz, Lebron James and Tiger Woods,” said Dallas Cowboys quarterback Tony Romo, who has appeared in two spots this NFL season. “You know you’ve arrived when ESPN calls about shooting a ‘SportsCenter’ spot.”

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