September is here, and that means football is back, along with all the marketing behind it. But what about advertising for the games themselves; can you remember anything aside from the quick 15-second TV swipe on the featured game for the coming weekend?
If you can’t, there is good reason…the NFL and networks don’t need to put in a lot of effort to advertise its games. There is one straggler though: ESPN’s Monday Night Football (MNF). There are many negatives to MNF, like a late start on the east coast, less than desirable team match-ups, and most importantly, the entire ordeal is named after the worst day of the week (no one has a case of the Sundays).
To help solve this issue, ESPN actually embraced the day:
The campaign was aimed at public transit commuters, who travel further to get to work locations and thus are going to bed sooner. This particular ad was posted in commuter trains, where people have plenty of time to read. The campaign can also be seen on bus stops, subway stations, and billboards. I love all the copy, but the tagline is my favorite because it plays with your normal perception of the week: IS IT MONDAY YET?
ESPN does a new campaign each year, and I’ll look forward to the newest one.
~ Mike D’Ambrosio, Interactive Art Director, The S3 Agency