ESPN Deportes announced today the launch of the network’s first SportsCenter ad campaign, “Sports Expert”, which features world renowned soccer star Lionel Messi, as well as other Latin stars, including Mexican professional boxer Juan Manuel Márquez, professional soccer goalkeeper Oscar ‘El Conejo’ Pérez, Colombian actor Andrés Palacio and Mexican rock band Molotov. The campaign will be rolled out this week and includes TV, radio, print, out of home (OOH) and online.
The campaign focuses on connecting the brand with the consumers through four initial TV spots, each featuring a different Latin star where each showcases their vast sports knowledge. This campaign allows athletes, celebrities and average fans alike to present themselves as overall ‘sports experts’ because they watch SportsCenter.
The campaign is highlighted by the participation of international soccer icon Lionel Messi, who was recently recognized by ESPN Deportes as the 2009 Latino Athlete of the Year.
“I feel very pleased to have participated in the SportsCenter campaign because the U.S. Hispanic market is very important for me,” said Argentinean soccer star Lionel Messi.
The campaign’s concept was created by Hispanic Agency LatinWorks and produced and filmed in Mexico and Los Angeles by Tita Lombardi (Babel, Rudo y Cursi) and David Fleer (No Sleep ‘til Madison.)
The SportsCenter campaign kicks off this week and will feature a new TV spot every week for the next month. The campaign launches with Colombian actor Andrés Palacio sharing his sports knowledge with a young boy while barbequing. Week two features Lionel Messi answering a sports crossword while waiting for a table in a restaurant. On week three, Molotov shares their sports knowledge with friends while playing pool; and on week four, Mexican boxer Juan Manuel Márquez and soccer goalkeeper ‘El Conejo’ Perez discuss the sports world while playing Wii at home.
The campaign will also feature OOH and local radio in New York, Miami and Los Angeles.