Wieden, ESPN Break New SportsCenter Spots

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ESPN: Pedro makes himself at home.
Wieden + Kennedy/New York has created four new spots in ESPN's longrunning "This is SportsCenter" campaign that are set to begin airing today. The latest installments, directed by Hungry Man's David Shane, feature appearances by Red Sox ace Pedro Martinez, unlikely PGA champion Rich Beem and the New York Giants' Michael Strahan.

As usual, the jocks seem unusually comfortable at the network's Connecticut campus. In one spot, Martinez is seen icing his arm in the cafeteria's ice tea cooler, while in another, Beem makes a SportsCenter anchor ride in the trunk so the PGA's Wanamaker Trophy can ride shotgun.

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