Your game face ... his khakis … their bling …the height of the grass … what a random lady eats for breakfast.

“Everything Matters” in ESPN’s new college football playoff campaign that taps into the fun and quirky traditions that fans, coaches and players hold on game day.

“As the last four years have shown us, the path to the college football playoff is unpredictable, and superstition and tradition often play a role in how fans experience the season,” Wanda Young, ESPN’s SVP of marketing and consumer engagement, said in a statement. “We wanted to give a wink and a nod to what every fan knows in their heart: college football is more than what happens on the gridiron. It’s also the little things off the field that allow fans to have a real impact on their team’s journey.”

The schools featured in the campaign’s launch spot (above) include Alabama, Georgia, Oklahoma, Michigan, Penn State, Ohio State, USC, Texas, Washington, Notre Dame, Clemson, Texas A&M, UCF and Miami.

Created by creative agency McKinney, “Everything Matters” will run across ESPN and ABC platforms during the college football season, with new spots in rotation as the season progresses. ESPN will also launch a separate version of the campaign for the 14 SEC (The Southeastern Conference) schools, which will be featured on ESPN’s SEC Network.


Agency: McKinney

Client: ESPN CFB Playoff

Campaign: “Everything Matters”


VP, Sports Marketing: Emeka Ofodile

Director, Sports Marketing: Pallav Tamaskar

Manager, Sports Marketing: Willis Hulings

Associate Manager, Sports Marketing: Margaret Davis

Coordinator, Sports Marketing: Alexa Dettelbach

Coordinator, Sports Marketing: Caroline Tilton


Chief Creative Officer: Jonathan Cude

Group Creative Director: Owen Tingle

ACD / Art Director: Ellen Page

ACD / Copywriter: David Sloan

Copywriter: Dylan Meagher

VP Director, Content Production: Regina Brizzolara

Senior Producer: Nick Brenton

Business Affairs Manager: Miriam Hughes

Account Director: Ryan Gardiner

Account Manager: Maggie O’Donnell

Chief Strategy Officer: Walt Barron

Strategy Director: Kevin Murray

Director, Project Management: Sarah Williams

Production Company: Greenpoint Pictures

Director: The Hudson Dusters

Executive Producer: Tatiana Rudzinski

Executive Producer: Jordana Freydberg

Director of Photography: Logan Roos

Camera Operator: Alex Levin

Producer: Jon Messner

Editorial: Whitehouse Post

Editor: Adam Marshall

Executive Producer: Caitlin Grady

Producer: Michael Somerby

Assistant Editor: Devin Stevens

Audio: Wave Studios

Executive Producer: Vicky Ferraro

Sound Designer/Mixer: Aaron Reynolds

Finishing: Carbon VFX

Colorist: Aubrey Woodiwiss

Flame/Online: Chris Wiseman

Producer: Paul O’Beirne

Carbon EP: Frank Devlin

Tags: college football espn

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