Behind The Scenes

Now hear (and see) this: ESPN Radio’s ‘Ear’ returns in new campaign

Last week, ESPN introduced a new television and digital campaign promoting ESPN Radio.

The “It’s Sports for Your Ears” spots feature a larger-than-life human ear enjoying ESPN Radio on the go on his laptop and through the app on his smartphone and tablet. The Ear made his first appearance in ESPN Radio spots last summer.

The app creates a seamless, personalized sports listening experience both live and on demand, giving millions of ESPN Radio listeners access to live, crystal clear radio.

Within the past week, the app also became available to Android users for a limited-time free upgrade or download in the Google Play store.

Front Row asked Robyn Remick, vice president, ESPN Audio Events & Marketing to give us an inside look at the Ear campaign.

Why did you opt to bring the Ear back?
We’re thrilled to welcome back “Dr. Lobe” and his adventures with ESPN Radio’s App and online. The great thing about the Ear creative is that it breaks through everything else on air.

What has the reception been like for the Ear to date?
We know that the spots are polarizing. Some people love it, some people don’t. The important thing is that fans know the spots and remember them. Additionally, last year’s spot was named one of the Top 30 Freakiest Ads of 2011 by Ad Age.

How do these spots help illustrate all that the new ESPN Radio app can do?
This year’s spots take the Ear through a typical day and to the doctor’s office. In both treatments, he showcases the functionality and ease of what ESPN Audio represents: “It’s Sports For Your Ears!” Anywhere life takes you, you can take the ESPN Radio app with you.

Enjoy the behind-the-scenes gallery of photos from the shoot and a few sketches from the campaign. Wieden + Kennedy serves as the creative agency for this campaign.

Back to top button