When ESPN launches ESPN 3D on Friday, June 11, three advertisers – SONY, Gillette and Disney/Pixar’s Toy Story 3 – will debut new commercials produced in native 3D. Additionally, ESPN will introduce its first-ever 3D commercial from the award-winning This is SportsCenter franchise.
“The 3D advertising opportunity and marketplace is at the beginning so we are very excited to have three marquee advertisers on board,” said Ed Erhardt, president, ESPN Customer Marketing and Sales. “We have interest from several of our clients to include ESPN 3D in their packages and we will do everything we can to accommodate them.”
In order to provide the best consumer experience, ESPN 3D will only be accepting commercials originally created in 3D. SONY’s commercial will feature its new 3D HDTVs. Gillette created a 3D spot as part of their launch campaign for the new Fusion ProGlide Razor and Disney/Pixar’s Toy Story 3 will promote the film’s opening on June 18.
SportsCenter anchor Stan Verrett and Los Angeles Dodgers Right Fielder Andrew Ethier are featured in the new This is SportsCenter spot, which shows the two in ESPN’s Los Angeles studios being a little too aggressive with batting practice as they check out SONY’s new 3D camera. Wieden + Kennedy was the creative agency.
ESPN was the first to announce an exclusive 3D network in January 2010 which was the culmination of more than three years of testing 3D television. ESPN has produced several 3D telecasts, including the Masters in April 2010, a Harlem Globetrotters game in February 2010 and in 2009 the USC vs. Ohio State college football game. ESPN has developed best practices for utilizing the technology in live game applications which have provided the ability to streamline workflow operations, adjust 3D camera positioning, perform transmission tests and gauge fan reaction to a 3D telecast versus a traditional telecast. In addition, ESPN utilizes cutting-edge technology located at the ESPN Innovation Lab in Orlando at the ESPN Wide World of Sports complex at Walt Disney World to continue to develop innovative production enhancements. Sony was named the first official sponsor of the network in January 2010.