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W+K Explain Manchester Football Rivalry for ESPN

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United vs. City in latest "It's Not Crazy, It's Sports'" work

W+K Explain Manchester Football Rivalry for ESPN


On the eve of the 164th Manchester Derby, a celebrated Premier League rivalry between Manchester City and Manchester United, ESPN released the latest spot from the “It’s Not Crazy, It’s Sports” campaign, which delves into the concept of being born into fandom.  "Born Into It" takes a look at two seemingly opposite blokes from Manchester, each explaining - in colourful colloquialisms - how his fate might be different, had he been born a Red, not a Blue - or vice versa.

The spot will debut across ESPN networks beginning on Saturday. There is a link to an annotated version online, for those who may not be as familiar with some of the local sayings like muppets, billy-no-mates, fit birds and plonkers. The link is accessible at the end of the TV spot.     

ESPN introduced the ‘It’s Not Crazy, It’s Sports” brand campaign in 2010, which celebrates exceptional truths in sport.  This is the 17th spot in the series and the first exploring international soccer fandom.  Wieden+Kennedy New York is the creative agency for the campaign. 
Executive Creative Directors Scott Vitrone/Ian Reichenthal
Creative Directors Brandon Henderson/Stuart Jennings
Interactive Creative Director Gary Van Dzura
Copywriter Dave Canning
Art Director Cyrus Coulter
Head of Content Production Lora Schulson
Executive Producer Temma Shoaf
Brand Strategist Jason Gingold & Marshall Ball (Digital Strategist)
Account Team Casey Bernard, Katie Hoak & Alex Scaros
Business Affairs Sara Jagielski & Kara Driscoll
Production Company Imperial Woodpecker
Director Stacy Wall
Executive Producer/COO Doug Halbert
Executive Producer
Line Producer Sam Levine  
Director of Photography Danny Cohen
Editorial Company Mackenzie Cutler
Editor Ian Mackenzie
Post Producer
Post Executive Producer Sasha Hirschfeld
Editorial Assistant
VFX Company Mass Market
VFX Lead Flame
VFX Supervisors
VFX Flame Artists Fabien Coupez & Drew Downes
Executive Producer Louisa Cartwright
Producer Giselle Bailey
Telecine Company Company 3
Colorist Tom Poole
Mix Company Heard City
Mixer Philip Loeb
Sound Designer Sam Shaffer/MacKenzie Cutler
Producer Gloria Pitagorsky
Song Beginning Of The End
Artist Cockney Rejects


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Imperial Woodpecker, Mon, 17 Dec 2012 09:57:37 GMT