ESPN puts a positive spin on delayed Euro soccer finals

'Extra Time' ad from Preacher says having to wait a year has its upside

Published On
Jul 13, 2020

Editor's Pick

Yesterday, July 12, should have been the final of the UEFA 2020 soccer tournament in London, had it not been for the coronavirus hiatus. But, rather than commiserating with fans, ESPN is putting a more positive spin on the year-long delay.

An ad out of Preacher, running across all ESPN social properties as well as on ESPN.com, puts forward all the upsides for the championship being given "extra time" and running next year instead. For example—it gives Portugal more time to bask in its victory from last time, and it allows players a chance to practice, relax, recover from injuries and maybe even make a baby or two. Pros like Cristiano Ronaldo, Kylian Mbappe, Harry Kane, Gareth Bale all feature in the spot, which is aimed at building anticipation for American soccer fans ahead of ESPN's coverage in 2021. 

"As fans ourselves, it was important to us to empathize with the bummer news but not to wallow in it. When we landed on the idea of reframing the year-long postponement as 'extra time,' it felt like a genuine, relatable way to raise interest and intensity," said Preacher CSO Seth Gaffney in a statement.  

Credits

Date
Jul 13, 2020
Client :
ESPN
Agency :
Preacher
Senior VP of Marketing :
Laura Gentile
VP of Sports Marketing :
Emeka Ofodile
Chief Creative Officer :
Rob Baird
Senior Art Director :
Melissa Lin
Copywriter :
Korey Goodwin
Senior Designer :
Thomas Sullivan
Executive Producer :
Stacey Higgins
Producer :
Meg Volk
Junior Producer :
Ellen Nelson
Chief Executive Officer :
Krystle Loyland
Brand Director :
Grant Watson
Senior Brand Manager :
John Gaglio
Chief Strategy Officer :
Seth Gaffney
Strategy Director :
Doug Kleeman
Senior Business Affairs Manager :
Abbi Press
Edit :
CARTEL
Editor :
Kyle Valenta
Assistant Editor :
Grant Hall
Executive Producer/Head of Sales :
Alaina Zanotti
Partner/Executive Producer :
Lauren Bleiweiss
Motion Design :
Proper
Creative Director :
Chapman Bullock
Music :
Singing Serpent
Executive Producer :
Dennis Culp
Composer :
Copeland Culp
Composer :
Luke Teal
Composer :
Felix Nicholson
Sound Design and Mix :
Charlie Keating
Color and Finishing :
Company 3
Colorist :
Tim Masick
Assistant Colorist :
Ryan Moncrief
Color Producer :
Kevin Breheny
Senior Flame Artist/Creative Director :
Jason Frank
Finish Producer :
Susie Cobb
Executive Producer :
Ananda Reavis
Vice President, Short Form :
Ashley McKim

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