ESPN has kicked off a new promotional campaign for its upcoming X Games competition in Los Angeles.
Created by Los Angeles-based shop Ground Zero, the campaign -- filmed in April at the Los Angeles International Airport -- portrays X Games athletes in various airport scenarios rushing to get to the 10th iteration of the action-sports event, scheduled Aug. 5-8.
Network officials said one 60-second spot, three 30-second spots and four 15-second spots will air from June 28-July 25 on ESPN, ESPN2, ESPN Classic and ESPNews showcasing skateboarders Bob Burnquist, Bucky Lasek and Shaun White, surfer Rob Machado, bike stunt rider Ryan Nyquist and motocross rider Travis Pastrana.
A schedule will also air on national and local cable. In addition, ads will appear in ESPN-The Magazine and various other titles.
X Games X will also be touted on two popular buildings in Los Angeles and on more than 10 billboards in the area.