To promote this popular college football show, televised live
from campuses all over the US, we decided to highlight what
made the program so successful with its fans: the knowledge
it dispensed.
So we turned the three anchors of the show into College Fooball
gurus, placed them inside a cave in a mountain somewhere in the
Himalayas, and sent the hardcore fans their way (you know, those
guys who wake up at
4am to drive 300 miles to watch a game).
We called this journey and the show, "The Path To Wisdom".
The promo effort had 3 TV spots, a spread on ESPN magazine,
and a small brown monkey.
ACD/CW: Sean Vij
CD: Court Crandall
AGENCY: Ground Zero
Year: 2004
