Sep 13

ESPN, ESPN Deportes Celebrate the 25th Anniversary of Hispanic Heritage Month with ‘One Nación’

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ESPN and ESPN Deportes will kick off Hispanic Heritage Month — which is not actually a calendar month, but a month-long period from September 15 through October 15 — with a 60-minute primetime special celebrating the most renowned Hispanic athletes airing on both networks Monday, September 17 at 8 p.m.

The top 10 countdown is sponsored by Jack Daniel’s and Gillette and will include such legends as Roberto Clemente, Lionel Messi, Oscar de la Hoya, and the soon-to-be-retired Mariano Rivera. Athletes were ranked from an initial list of 50 athletes by a panel of journalists, entertainers, athletes and Hispanic community leaders. One Nación was produced in front of a live live audience in Los Angeles. The bilingual show will be hosted by ESPN Deportes’ Adriana Monsalve and SportsCenter anchor Max Bretos and features special guests unveiling the countdown.

In the social sphere, Gillette is sponsoring a live Twitter fan vote encouraging fans to choose between the number one and number two athletes while discussing the countdown, while Jack Daniel’s will sponsor a recap of the top ten during the show as the top athletes are revealed. Both brands will also be integrated through different live events and programs scheduled for the rest of Hispanic Heritage Month, including vignettes featuring Hispanic athletes such as Carmelo Anthony, Sergio Romo, Victor Cruz, and Omar Gonzalez.

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Feb 27

Jagermeister Celebrates the Bro-Code with ‘Brother in Your Corner’

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Let me begin by stating the obvious: If you find yourself downing more than 3 Jager-bombs in one sitting, odds are your bro doesn’t have your back. Your bro is not a good bro, and you should consider bro-ing out with a new bro who won’t let such a terrible thing happen to you. Sorry, bro.

Now that’s out of the way, let’s take a look at the latest campaign for Jagermeister and LA-based indie shop Mistress titled “A Brother in Your Corner.” The concept of celebrating male companionship in alcohol ads is nothing new, especially in the beer category where things like “Man Law” are done time and time again. Instead of playing the concept for comedic effect, however, Jagermeister has decided to showcase legendary boxing trainer Freddie Roach, whose long resume includes times spent in the corner of boxing champs like Oscar de la Hoya, Manny Pacquiao, and Julio Caesar Chavez. As the video illustrates, Roach has gained a reputation within the boxing community for taking extra special care of his fighters, both within the ring and outside of it. This devotion to his athletes, Roach says, was instilled in him by his own trainer, Eddie Futch, who himself gained fame for training legends like Joe Fraizer, Ken Norton, and Larry Holmes.

The campaign’s tone and focus seems targeted to an older, likely middle-aged bro, one who has actually heard of these fighters and knows anything about professional boxing as none of the fighters associated with Roach our Futch are named in the spot. Also, it’s hard to find many people under that age of 30 who know much about boxing, as MMA continues its climb upwards as boxing fades into irrelevance. The campaign also features a digital extension in which those young males who prove they live by the “Jager Code” compete for a chance to win a trip to Las Vegas for a private training session with Roach as well as tickets to an upcoming boxing match. For more info visit the Jager Code website and Jagermeister’s Facebook page. Credits after the jump.
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