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ESPN: Ice Cream
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Fantasy football isn’t just a test of your sports knowledge, it’s a test of your relationships; creating deeper community connections…even if a little smack talk is involved. At least that’s the premise beyond ESPN’s brand-new ‘Only in Fantasy’ campaign which launches today and highlights the inherent humour of the game - from the unlikely rivalries and alliances created to the humorous antics and risks associated with being in last place or losing to a loved one. ESPN tapped long-time agency partner Butler, Shine, Stern & Partners (BSSP) to launch this new work, the first live-action campaign collaboration between BSPP and the brand. The campaign leads with short-form, high-impact spots, titled 'Elevator', 'Ice Cream' and 'Therapy' which will air nationally; each one a comedic vignette that tells the story of how fantasy football is a big part of daily life and relationships. 'Elevator' and 'Ice Cream' will live on their own as :15's, but also be paired together for a bookended :30 edit, highlighting the comedic pacing in a unique way. Drawing on an insight (from the brand’s research) that community connection with friends, co-workers, and family is a key reason fans continue to play ESPN Fantasy Football, the campaign highlights how fantasy allows for unlikely relationships to exist, where everyday problems are overshadowed by fantasy league problems. As a result, BSSP intentionally featured unlikely situations, such as co-workers referring to each other by their fantasy team names, and a married couple discussing their fantasy football disagreements while in therapy, all of which happen 'only in fantasy'.
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