Sega's ESPN NFL Football goes to Tracy Morgan's head.
Created by Wieden + Kennedy/New York, the effort is reminiscent of the famous Wieden campaign for Nike that cast Dennis Hopper as a football obsessed referee/psychopath. In the Sega campaign, directed by MJZ's Kuntz & Maguire, Morgan tracks Sapp down in the locker-room and tries to taunt the defensive tackle into a showdown. Sapp looks on, bemused, as Morgan -- decked out in unflattering weekend warrior gear -- relates the wisdom of a "little birdy" that's told him "Sapp can't mess with you" and pays awkward homage to Billy "White Shoes" Johnson. A particularly Hopperesque :10 shows a maniacal Morgan alone, staring into a mirror and warning, "You better leave town, baby, you better leave town."
Sega and ESPN reached a deal last year to co-brand Sega's popular series of sports games, and Morgan is slated to appear in spots for the other titles as well.