ESPN “One App, One Tap” Campaign Features BIA | Clapboard Ad Archive

One App, One Tap

Description

ESPN’s “One App, One Tap” campaign, launched in the United States in December 2022 and created in collaboration with ad agencies 1stAveMachine and Butler, Shine, Stern & Partners (BSSP), represents a dynamic fusion of sports, art, music, and culture designed to captivate a younger, digital-first audience, particularly Generation Z. This integrated campaign, situated at the intersection of the Electronic Devices and Sports industries, features a singular media asset that highlights a progressive evolution in the brand’s storytelling approach. Unlike previous installments from the series that began in 2022 with rapper Chika and continued with the Domino Saints, the third spot uniquely spotlights multi-platinum artist and TikTok sensation BIA not only through her original soundtrack but also through an animated illustration that brings her presence vividly to life. Harnessing BIA’s immense cultural cachet—including her 5.6 million Spotify listeners and viral TikTok hit “WHOLE LOTTA MONEY”—the campaign delivers an original rap penned by BSSP that celebrates the comprehensive offerings and real-time excitement of the ESPN app. BIA’s energetic lyricism captures the spirit of modern sports fandom with references that resonate deeply with younger audiences, from rookie highlights and draft insights to iconic moments in MMA and passionate fan chants. Garnering critical acclaim, the campaign earned two gold Clio awards for animation and music, as well as a silver Clio for copywriting, underscoring its creative excellence and effectiveness in positioning ESPN as a culturally relevant and innovative brand. This campaign leverages the power of music, animation, and authentic cultural touchpoints to reinforce ESPN’s role as a one-stop destination for all things sports, encapsulating the ease and excitement of engaging with sports content through one intuitive app and one simple tap.

Credits

Client

ESPN

Agency

BSSP, 1stAveMachine

Evp Commercial Marketing Networks

Laura Gentile

Vice President

Seth Ader

Coordinating Director

Claude Mitchell

Senior Director

Peter Mulally

Director

Stacey Pressman, Diego Berahka

Music Director

Kevin Wilson

Manager

John Lobo

Marketing Assistant

Lenny Washington

Marketing Intern

Diana Flynn

Sr. Talent Producer

Katie Hennessey

Producer

Jon Little, Cam Gross, Mary Ellen Duggan, Lautaro Brunatti, Sabrina Elizondo, Marina Cufré, Toby Rubin-Sowers

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Campaign Proposition

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