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Wieden & Kennedy, Portland, Ore.


Creative Directors: Larry Frey, Stacy Wall

Art Director: Rick McQuiston

Copywriter: Hank Perlman

Photographer: Will Van Overbeek

Translating humor from a TV campaign to print is tricky. But these ads for ESPN's "SportsCenter" from Wieden & Kennedy, Portland, Ore., made the transition by using different executions from the campaign's fictional documentary style.

"We never consider the print a take down of the television," says Hank Perlman, copywriter. In one ad, "SportsCenter" hosts Dan Patrick and Craig Kilborn walk through the lobby of ESPN's studios after a grueling show, as basketball star Grant Hill sits at a piano playing "his own brand of lounge jazz." But, the copy notes, Mr. Hill plays only a couple of nights a week during the basketball season.

That's all Mr. Perlman will discuss about the ads and the strategy, however, preferring to stay in the fictional documentary mode.

"It's weird," he says. "I don't like to talk about it. It spoils the fun."

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