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W+K, ESPN Continue "Without Sports" Campaign

Published on .

Smooching with the enemy.
A year after it first debuted, Wieden + Kennedy/New York is breaking out some new executions of the award-winning "Without Sports" campaign for ESPN. In two very different spots from Anonymous Content director Mark Romanek, we see both the beautiful and funny side of sports. In "Makeshift" we see a quick-cut montage -- reminiscent of Nike's "Before" spot -- of kids playing games with whatever equipment they can find, from flattened pizza boxes to railroad bridges. In "Kissing," we pan back from a young couple cooing sweetnesses to each other on a couch. As we see that the man is wearing an Ohio State sweatshirt and his sweetheart is wearing one from Michigan, the super comes up: "Without sports, this wouldn't be disgusting."
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