Monday, March 03, 2008
Since ABC is under the Disney umbrella with ESPN it was only a matter of time before they started cross marketing their talent. However I didn't think the combination of "One Life To Live", Matthew Berry as a doctor, and various baseball players would ever be possible. I was wrong....
ESPN this week will break a campaign, "One Season. Endless Drama," via Arnold, Boston, that matches baseball players and ESPN talent with real cast members of the ABC soap, One Life to Live. To make this fantasy realistic, the spots were filmed on the set of the show and directed by its executive producer, Frank Valentini.
A 30-second spot will break March 3 on ESPN, then air on all sister networks. Eight other spots, filmed as Webisodes, will air at Endlessdrama.com. They come with such soapy titles as "Caught Cheatin'" and "Bed Ridden." Athletes include Jorge Posada, Chase Utley, Torii Hunter and Hanley Ramirez.
I think I'm speechless. Yep...I am.
From Soap To (ESPN) Nuts (Brandweek)