ESPN revives ‘The Greatest Story Ever Played’ campaign for a new season of college football

Arts & Letters fit more than 30 FBS and FCS college football programs into its latest 60-second anthem

Published On
Aug 23, 2023
A shot of Deion Sanders from ESPN's new college football spot

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Narratives are everything in sports, and college football has no shortage of them. Ahead of the 2023 season, which kicks off this weekend, the chatter has been heating up as Georgia looks to claim its third straight championship—just one of dozens of talking points heading into fall.

Now, ESPN cranks up the anticipation with a 60-second spot that builds off last year’s “The Greatest Story Ever Played” campaign. The new ad, themed “The Story That Keeps Getting Greater,” offers a colorful, high-octane montage of the people, places, rivalries and mascots that could define the upcoming season.


More than 30 FBS and FCS programs are featured in the spot, with cameos by head coaches Deion Sanders (Colorado), Nick Saban (Alabama), Dabo Swinney (Clemson) and Kirby Smart (Georgia), as well as mascots Bevo (Texas), Horned Frog (TCU), Uga (Georgia) and The Oregon Duck (Oregon).

“In our second year of ‘The Greatest Story Ever Played,’ we wanted to highlight the importance of the nuances of college football that make these stories some of the most powerful in the sporting world,” said Chris Kim, creative at Arts & Letters. “From the places, to the rivalries, to the players, even down to the motorcycle-riding ducks, we want every college football fan to feel the passion and heart of the sport coming through in the work.” 

“This year is set to be a historic chapter of college football, we don’t have to look far to find compelling storylines for each fan across the sport,” said Curtis Friends, ESPN’s senior director of marketing. “We’re excited to set the stage for it all with our latest installment of ‘The Greatest Story Ever Played’ platform.”


Aug 23, 2023
Client :
Agency :
Arts & Letters Creative Co
EVP Commercial Marketing Networks and ESPN :
Laura Gentile
EVP Creative Studio & Marketing :
Tina Thornton
Senior Director Sports Marketing :
Curtis Friends
Director Sports Marketing :
Maggie Davis Lewin
Manager Sports Marketing :
David Dessau
Associate Manager Sports Marketing :
Willi Anderson
Associate Manager Sports Marketing :
John Hewer
Marketing Coordinator Sports Marketing :
Emily Fishman
Senior Creative Director :
Chris McClure
Senior Creative Director :
Ryan Campbell
Creative Director :
Mike Dominguez
Senior Producer :
Kim McKeever
Producer :
Cameron Gross
Production Coordinator :
Sean Andersen
Founder Executive Creative Director :
Charles Hodges
Executive Creative Director :
Molly Jamison
Creative Director :
Andrew Kong
Creative Director :
Chris Kim
Creative :
Scott Horlbeck
Creative :
Jon Hirsch
Executive Producer :
Calleen Colburn
Senior Producer :
Andrea Rodriguez
Assistant Producer :
London Scalise
Group Business Director :
Brenda Schneider
Business Director :
Martin Madriaga
Business Manager :
Erin Shepherd
Director of Strategy :
Andy Grayson
Strategy Director :
Alex Morrison
Director of Business Affairs :
Lenora Cushing
Business Affairs :
Jennifer Kmetzsch
Music Supervisor :
Casey Wheeler
Editorial :
Editor :
Ben Surber
Editor :
Dallas Simms
Assistant Editor :
Ben Fox
Assistant Editor :
Carl Simakoff
Executive Producer :
Whitney Green
Senior Producer :
Lauren Galanides
Colorist :
Sam Howells
Animator :
Clemens den Exter
Mixer :
James Brody
Senior Producer :
Dottie Scharr
Music :

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