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ESPN’s Sportscenter: Jocks Making Jokes

Another agency-defining campaign for Wieden+Kennedy Portland was the 25-year partnership with ESPN’s Sportscenter. Together, they produced over 400 spots. Executed in a “deadpan documentary” style, many of the ads were very inside baseball (pun intended), meaning that they relied on knowledge of sports to understand the punchline. Most spots would feature cameos from the likes of Lance Armstrong, Lebron James, Drew Brees, other pro athletes, mascots, cheerleaders and more.