ESPN : Born Into It

Hey tosser!

Published On
Dec 06, 2012

Editor's Pick

Say what you will about Brits, nobody can come close to them when it comes to colorful language. So you mingers looking for some good zingers to throw around during Sunday Night Football are in luck, because Wieden & Kennedy New York and ESPN have your back, with this mystifyingly wonderful spot continuing the channel's "It's Not Crazy, It's Sports" campaign.

The spot debuts on the eve of the 164th Manchester Derby, an important English Premier League matchup between two teams, Manchester United and Manchester City, that have a deep and long seated rivalry, kind of like if the Yankees and Red Sox were in the same city.

The spot asks fans from each team to imagine if they were actually unfortunate enough to root for the other. Of course, they can't, because the very thought of it disgusts them, leading to colorful Britishisms like "wanker," "tosser" and "fit bird." Because when it comes to sports, you're born in to your team.

Of course, the language might be complete gibberish to Americans, so ESPN is running an annotated version online, which interrupts the rapid-fire dialogue with "flash cards" that explain what the lads are actually mouthing off.


Dec 07, 2012
Brand :
Client :
Agency :
Wieden & Kennedy - New York
Executive Creative Director :
Scott Vitrone
Executive Creative Director :
Ian Reichenthal
Creative Director :
Brandon Henderson
Creative Director :
Stuart Jennings
Copywriter :
Dave Canning
Art Director :
Cyrus Coulter
Head of Content Production :
Lora Schulson
Executive Producer :
Temma Shoaf
Production Company :
Mackenzie Cutler
Editor :
Ian Mackenzie
Post Executive Producer :
Sasha Hirschfeld
Visual Effects Company :
Mass Market
Visual Effects Flame Artist :
Fabien Coupez
Visual Effects Flame Artist :
Drew Downes
Executive Producer :
Louisa Cartwright
Producer :
Giselle Bailey
Telecine Company :
Company 3
Colorist :
Tom Poole
Mix Company :
Heard City
Mixer :
Philip Loeb
Sound Designer :
Sam Shaffer
Sound Designer :
Mackenzie Cutler
Producer :
Gloria Pitagorsky
Song :
Beginning of the End
Artist :
Cockney Rejects

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