Talk Him Down :30
Once a year the skies over Aspen are filled with renegade athletes performing insane aerial feats. Because these high-flying maneuvers are so intense, the locals brought in air traffic controllers to help manage the action. In a strategic shift designed to entice ESPN viewers to tune-in to Winter X Games, we decided on a humor-based approach and created homage to 70’s disaster flicks. Moving away from highlighting originality and creativity and just playing off the idea that Winter X Games is an action packed event worthy of any mainstream sports fan’s attention. Our TV spots give viewers a behind-the-scenes look at a group of hapless air traffic controllers as they try to control the uncontrollable. And to continue the disaster flick theme, our print campaign took cues from 70’s era movie posters, with over-the-top action shots of the athletes as the citizens of Aspen run for their lives.
Trailer :30
Men :30
Loud Talkers :30
Pep Talk :15
Dots :15
Print:
ESPN: Winter X Games 14
