Spot featuring BIA is third in the series that began in 2021
Working once again with agency Butler, Shine, Stern & Partners (BSSP) and production company 1stAveMachine, ESPN has garnered two gold Clio awards in animation and music and a silver in copywriting for its “One App, One Tap” spot. It is the third in a series that began in 2021 with rapper Chika, followed by the Domino Saints.
The third spot breaks away from earlier versions by featuring the artist beyond the soundtrack with an animated illustration of BIA that speaks to ESPN’s intersection of sports, art, music and culture to reach a younger, digital-first audience.
The award-winning spot features multi-platinum artist and TikTok phenom BIA, as the brand looks to engage the new Gen Z audience. With more than 5.6 million listeners on Spotify and an equally impressive following on TikTok featuring her viral hit “WHOLE LOTTA MONEY,” BIA brought a new original rap (written by BSSP) to life. She kicks things off with, “One app, one tap, so stacked, a whole lotta everything––now that’s facts. One app―rookies makin’ plays you gotta see, Mel talkin’ picks―the draft OG. ‘Thug Rose’ drawing blood in the octa-gon, Knicks fans out here yelling ‘BING BONG!’”
Directed by Diego Berahka, the spot continues to hinge on the same dynamic mixed-media animation, splashy video clips and photos, as seen in the first two, but this time featuring a fresh batch of athletes. Anthony Edwards, Connor McDavid, Rose Namajunas, Cooper Kupp, Davante Adams, as well as top ESPN talent including Mel Kiper Jr., Malika Andrews, Mina Kimes and Laura Rutledge, all showcase the wide-ranging content available on the ESPN app, like live sports, scores, stats, analysis, and ESPN original content.
“As huge sports and music fans, this was a dream project for us to write and bring to life,” said Robyn Tenenbaum, creative director at BSSP. “Rapper BIA takes our lyrics to the next level. Her voice combined with fun and fast-paced visuals underline how the ESPN app is home to just about all there is to love about sports.”
This new campaign is running nationally across TV and includes a larger digital and social play. The :60 hero spot will live at the center of the initiative with additional shorter cuts running online.
Client: ESPN – “One App, One Tap”
Campaign Name: ESPN – “One App, One Tap”
EVP Commercial Marketing Networks & ESPN: Laura Gentile