ESPN promoted passion of sports fans in 2011 with “Shake On It”, a television advertising campaign focused on the gentlemen’s bet. It’s better than regular betting, because you stand to lose so much more than money. You lose dignity, pride and maybe a little hair. And these fates are all sealed the same way: with a handshake. The campaign this year won a Silver Clio, Silver at The One Show, Andy Award for TV Spots over 30 seconds.
College football fans are probably the most passionate fans out there. And rivalries run deep. So deep, in fact, that fans will often jump at the chance to prove their undying faith in their teams by promising to do some crazy things if they lose. Of course if they win, the tables turn. That’s a gentlemanly wager, and it becomes an unbreakable social contract between fans with a simple shake of hands. It’s not crazy, it’s sports. Click on the image below to play the Shake On It video in YouTube (HD)
The Shake On It campaign was developed at Wieden+Kennedy by executive creative directors Ian Reichenthal and Scott Vitrone, creative directors Brandon Henderson and Stuart Jennings, art director Cyrus Coulter, copywriter Dave Canning, executive producer Holly Vega, head of broadcast Gary Krieg, agency producer Cheryl Warbrook, account director Brandon Pracht, management supervisor Casey Bernard, account supervisor Brian D’Entremont, account executive Mark Williams, brand strategist Lee Sunga, post producer Sasha Hirschfeld.