ESPN, Wieden & Kennedy, New York

Published on .

Real people respond to what they are watching transpire on ESPN. Gone are the goofy, humor-driven ESPN spots that had us in stitches in years past. Here it's an emotional rush or drain as sports unfold on ESPN, affecting so many lives beyond the field or court. The drama of last season's barnburner between the Broncos and Dolphins and other compelling ESPN games is seen through the eyes of friends and families as they respond to the big plays before the spot's conclusion: "Without sports, there'd be no one to coach." The young boy who cracks a smile while watching the big game with grandpa-simple, believable and powerful.

Executive creative directors: Ty Montague, Todd Waterbury

Art director: Kim Schoen

Copywriter: Kevin Proudfoot

Agency producer: Brian Cooper

Production co.: Epoch Films, New York

Director: Stacy Wall

Editorial co.: Mad River Post, New York

Editor: Stephane Dumonceau

Music co.: Tonefarmer, New York

Composer: Ray Loewy

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