(September 10, 2013) To celebrate Rafael Nadal’s US Open victory, ESPN debuted its latest addition to the award-winning “This is SportsCenter” franchise with a spot that features the Spanish champion. Filmed in both English and Spanish, it is now running on both ESPN and ESPN Deportes. following Nadal’s 6-2, 3-6, 6-4, 6-1 win over Novak Djokovic to claim his 13th major title.
During the 30-second ad, named “Candy Dish,” SportsCenter anchors John Anderson and Bram Weinstein speculate about what makes the Spanish player so popular in the office. Turns out Nadal’s exotic accent, great tan and dashing looks are not necessarily what is driving all the foot traffic to his cube. It might instead have something to do with what he keeps in the US Open Trophy on his desk. ESPN Deportes’ SportsCenter anchors Alvaro Morales, Jorge Eduardo Sánchez and Carolina Padrón appear in the Spanish-language version.
Wieden + Kennedy New York is the creative agency for the This is SportsCenter campaign. The overall initiative, a cornerstone of ESPN’s brand since 1995, gives fans an inside peek at the Bristol, Conn., campus, where athletes, mascots and anchors interact in the center of the sports universe.