Hasta La Creative!

Every sane person wishes to go through life with a personalized soundtrack playing out loud—or at least entrance music to punctuate his or her arrival.

The latest addition to ESPN’S long-running “This is SportsCenter” campaign from Wieden + Kennedy New York plays on that theme with “Walk-Up,” a new ad starring Los Angeles Dodgers right fielder Yasiel Puig—who actually does get his own intro music, at least on the field (though, it’s not the same as what’s played here).

In any case, sportscaster Kenny Mayne explains the phenomenon and its function as a reflection of identity. But the real payoff comes when his colleague, anchor Stan Verrett, rolls up to a tune that’s the perfect self-deprecating choice—especially sure to resonate with any child of the 1990s.

The song, for anyone who doesn’t immediately recognize it, is Hanson’s teen-pop smash “MMMbop.” 

CREDITS

Client: ESPN
Project Name: THIS IS SPORTSCENTER
Spot: Walk Up Music :30
Format: TV
Client Contact: Jeff Gonyo
Launch Date: 8/3/15

Agency: Wieden + Kennedy New York
Executive Creative Directors: Jaime Robinson, David Kolbusz
Creative Directors: Brandon Henderson, Caleb Jensen
Art Director: NJ Placentra
Sr. Copywriter: Alex Ledford
Producer: Kristen Johnson
Head of Content Production: Nick Setounski
Executive Producer: Temma Shoaf
Account Team: Mike Welch, Alex Scaros, Liz Lindberg

Production Company: O Positive
Director: David Shane
Executive Producer: Marc Grill
Director of Photography: Dave Morabito

Editorial Company: Mackenzie Cutler
Editor: Nick Divers
Post Executive Producer: Sasha Hirschfeld

VFX Company: Schmigital
Lead Flame Artist/Creative Director: Jim Hayhow
Assist: Joseph Miller

Mix Company: Mackenzie Cutler
Mixer: Sam Shaffer