Here's How ESPN Is Trying to Convince Americans to Care About World Cup Soccer
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Every weekday, we bring you the Ad Age/iSpot Hot Spots, new and trending TV commercials tracked by iSpot.tv, a company that catalogs, tags and measures activity around TV ads in real time. The New Releases ran on TV for the first time yesterday. The Most Engaging ads are showing sustained social heat, ranked by SpotShare scores reflecting the percent of digital activity associated with each one over the past week. See the methodology here.
Among the new releases, Care.com builds on its national TV campaign (this time including placements on E! and Bravo) positioning itself as the go-to babysitter/caretaker-finding service, while PayPal emphasizes its ease of use over other payment solutions. And ESPN tries to get Americans excited about World Cup soccer by showing a montage of fans around the world preparing to watch, including a guy in Seattle who’s shown changing his voicemail to say “I’ll be out of the office the rest of the afternoon.” The spot’s tagline: “Every 4 years the world has one time zone.” (See also: Creativity’s post last week about a beautiful new collection of ESPN World Cup posters.)
As always, you can find out more about the making of the best commercials on TV at Ad Age’s Creativity.
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