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2004 Summer X Games Ad Campaign

ESPN UNVEILS "X GAMES X IS COMING TO LA" MARKETING CAMPAIGN

X Games TV spots and print ads will feature top action sports athletes including Bob Burnquist, Bucky Lasek, Rob Machado, Ryan Nyquist, Travis Pastrana and Shaun White.

ESPN announced on June 28, 2004 their plan to unveil a new advertising campaign featuring the best action sports athletes for X Games X, the world’s premier action sports competition. The event will air live on ESPN and ABC Sports August 5-8, 20004. The advertising campaign was created by Los Angeles-based ad agency Ground Zero.

Eight new ads were filmed in April of 2004 at the Los Angeles International Airport, portraying X Games X professional athletes in various airport scenarios, all rushing to get to Los Angeles for the the X Games.

"With the X Games, our best promotional asset is the athletes themselves. There's no way we could do the event justice without showcasing their personalities, their humor and their incredible talents," said Spence Kramer, vice president of advertising and promotion.

A total of one 60-second, three 30-second, and four 15-second TV ads will run on ESPN networks. The ads will showcase six of the best action sports athletes in the world: skateboarders Bob Burnquist Bucky Lasek and Shaun White; surfer Rob Machado; bike stunt rider Ryan Nyquist and moto x rider Travis Pastrana.

The 3 spots include:
  1. LAX:
    The anthem spot of the campaign features all six athletes completing various stunts throughout the Los Angeles airport.

  2. Window Seat:
    Bob Burnquist and Bucky Lasek learn there is only one window seat remaining on their flight to L.A., so they race dynamically through the airport, showing viewers why they are the best in their sport. However, once they arrive at their plane, they learn they were "beaten" to the seat.

  3. Getting There:
    Rob Machado brings along his surfboard for the trip, much to the dismay of his fellow passengers, while Ryan Nyquist brings along his recent photo spread to prove to airline security that he is who he says he is.
In addition to the spots airing on ESPN, ESPN2, ESPN Classic and ESPNEWS, a significant off-channel media buy on national and local cable. In addition, the print aspect of the campaign will appear in ESPN The Magazine and various other print books.

In an unprecedented amount of local outdoor media, ESPN will feature X Games X on two popular buildings in Los Angeles and over ten billboards in the area.



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