If you're a semi regular viewer of ESPN you may have noticed this guy, Steve, appearing lately in live commercials promoting an upcoming change in the worldwide leader's programming. Starting August 12th the morning additions of SportsCenter will no longer be repeated hour after hour and will instead be aired live until 3:00 in the afternoon.Clearly ESPN producers don't understand the honor that men everywhere have when they realize they've sat through two hour-long (and identical) episodes of SportsCenter. It's a sort of rite of passage and clear catalyst to a fight with your mom about how you "promise to start looking for a job tomorrow."
The story here, though, is the surprising success and creativity that ESPN is enjoying in this campaign. You see, camera crews follow this guy Steve, a young production coordinator from Pittsburgh, around all day as he works in Bristol, goes to the gym, or enjoys a game of bowling with his girlfriend. There are about 10-15 thirty second commercials each day and they're completely live. It's a fairly impressive undertaking and Steve is actually marginally entertaining.
Although I may just be a giant television production nerd. That's a very respectable conclusion to draw.
The realization I've come to is that ESPN's original ideas are only interesting when related to advertising. Their commercials have always been hands down some of the best comedic spots. As my fellow editor Jason has previously pointed out, ESPN loves to try idiotic segments such as "Who's Now?", "Title Town," and "50 States in 50 Days."
I say try this ESPN: Show me highlights, then run several hilarious ESPN commercials, then show me more highlights.
Feel free to slim down by removing such unfortunate things like: Stuart Scott, Stephen A. Smith, the Budweiser Hot Seat, the Coors Light 6 pack of Questions, most of your analysis, Stephen A. Smith, Arena Football highlights, Arena Football analysis, Arena Football.
Check out the new Steve ad campaign at "Steve is Live.com"
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