The Problem we solved

ESPN is the premier destination for passionate NBA fans. To bring that destination to life we created an iconic campaign focused around an RV road trip. Over the course of 5 years and 40+ creative commercial spots, this integrated cross-channel campaign brought together NBA superstars, legends, commentators, and even Jeff Van Gundy in a Monkey suit to reinforce ESPN as the ultimate source for comprehensive NBA coverage and commentary.

With strategic art direction and innovative copywriting, we developed a cohesive concept that highlighted fan obsession while featuring personalities across the NBA universe. This long-running campaign required an agile creative process to keep concepts fresh, on-brand, and exhilarating for hardcore basketball lovers. By creating content with the actual RV on over 150 arena visits across the country, the fully integrated campaign reflected the excitement and energy of live NBA action.

The spots brought together everyone from current All-Star players to retired league legends to popular ESPN broadcasters. The cameos spanned famous names like Shaq, Tracy McGrady, Magic Johnson, James Worthy and Kevin Garnet to ESPN announcer Mike Breen wearing war paint.

The campaign demonstrated how savvy copywriting, cultural relevancy, and understanding your core audience can create an enduring, flexible creative platform. ESPN's RV road trip campaign ultimately cemented the ESPN brand as the pinnacle destination for NBA updates, stories, and fandom.