ESPN Sets NFL Countdown Effort


ESPN announced Tuesday that its marketing campaign for its weekly two-hour
National Football League pregame show will be themed, "Sunday NFL
, Football on Parade."

More than a half-dozen promotion spots are running across the various ESPN
cable networks, with an off-channel TV commercial slated to break Wednesday.
That phase will be supported by advertising in ESPN-The Magazine and on (
) and ESPN Radio,
senior vice president of marketing Lee Ann Daly said.

The promos will feature various NFL players and coaches portraying "the NFL's
most interesting stories of 2003" in a parade format, ESPN's announcement

For instance, Dallas Cowboys owner Jerry Jones will be depicted reeling in a
giant tuna (new Cowboys head coach Bill Parcells’ nickname is Tuna), and the
league’s all-time winningest coach, Don Shula, will be shown as the parade's
grand marshall.

Such players as the Steelers' Jerry Porter, the Raiders' Teyo Johnson and the
Rams’ Torry Holt, as well as mascots and cheerleaders for several teams, will
also be featured.

Wieden + Kennedy created the campaign.