In the U.S., ESPN is perhaps best known as a champion of comedy, evident in long-running campaigns for Sports Center and "It's Not Crazy, It's Sports." In the U.K., it's taken a bolder tack with the new "We Speak Your Sport" campaign. Here too, the campaign, created out of Wieden+Kennedy Amsterdam, focuses on the importance of the fan, in this case, football lovers. Various bits of "footie-speak" like "Fox in a Box" and "Giant Killer" come to life in a surprisingly literal way in a launch spot, directed by @radical.media's Rosey and a series of print ads.