Behind The Scenes

Go behind the scenes of ‘pigskin luau,’
filming of ESPN’s new NFL ads

ESPN always has strived to be the place “where fans go for football”.

And with some 30 hours of NFL-themed studio programming every week of the season — from Sunday NFL Countdown to NFL Live, NFL32 and Fantasy Football Now, it’s hard to imagine a better place.

This year’s ESPN NFL studio marketing campaign truly reflects that sentiment — with an island feel.

Our marketing team and creative agency Wieden + Kennedy NY spent three days shooting the new spots in July at Trump National Golf Course and other locations in California.

The six spots (the first of which debuts Monday) are set at a NFL-themed island resort where ESPN commentators cater to the needs of fans. They offer football-esque mud baths, spa treatments, beachside yoga sessions and pigskin luaus.

Fifteen different commentators participated in the shoot. It was the most ever for an ESPN NFL campaign, and it’s the first time there will be individual spots representing the vast portfolio of NFL shows.

Current NFL players Justin Tuck of the Giants and Greg Jennings of the Packers also make cameos.

The video above offers some behind the scenes access to the shoot, including interviews with members of our marketing team and Countdown analysts Cris Carter, Tom Jackson and Keyshawn Johnson, who discuss making the commercials.

Now, we just hope fans have as much fun watching ESPN’s NFL coverage this season as our crew had making these spots last month.

Video produced by Dave Williams & Allie Stoneberg.

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