NEW YORK, NY, May 9, 2011 – In keeping with its brash New York sensibility, SportsNet New York (SNY) is launching a new series of ads under the banner “More Sports. More Testosterone,” conceived by Ogilvy & Mather New York to promote the networks extensive coverage of the total New York sports scene.
This new campaign comes on the heels of the network’s award-winning campaign “NY NY Sports Sports” and touts SNY as the official TV home of the New York Mets, Jets and Big East Conference.
As SNY’s audience is predominantly men, the ads were created to target the male demographic with a provocative tone. The new campaign features a series of ads that depict the positive impact watching sports has on a man’s testosterone levels with one ad showcasing how it has a positive impact on a man’s libido and another on muscle development.
“We thought that there would be an obvious relationship between watching sports and testosterone levels,” explained Debbie Kasher, Ogilvy Creative Director, in explaining how they came up with the idea for the campaign. Her partner Arturo Gigante said, “We Googled ‘watching sports and testosterone’ and found a study from the University of Utah that actually validated our positioning.”
“More Sports. More Testosterone” launches this week with “Muscles,” which shows how watching SNY builds muscles as a skinny guy transforms into a muscle-bound dude, and “Libido,” an ad that shows the impact watching sports has on a just married couple – 95 year-old Leopold and his much younger trophy wife. As the older man watches SNY, he quickly tires out his new bride and the ad closes with a shot of her gasping on his oxygen tank.
“We fell in love with this idea the minute we saw it,” said Marie DeParis from SNY. “As always, our partners at Ogilvy captured the essence of our brand’s in-depth coverage of New York sports in a campaign that is humorous and right on target.”
Other ads in the series will break during the year. You can see the ads here: http://www.youtube.com/watch?v=Y97aRUjeruk.
Ogilvy & Mather is one of the largest marketing communications companies in the world. Through its specialty units, the company provides a comprehensive range of marketing services including: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, promotion and relationship marketing. Ogilvy & Mather services Fortune Global 500 companies as well as local businesses through its network of more than 450 offices in 120 countries. It is a WPP company (NASDAQ: WPPGY). For more information, visit www.ogilvy.com.
SNY is the official television home of the New York Mets, Jets and the Big East Conference. SNY features unparalleled, exclusive access to the New York Mets with more than 130 live telecasts each season – all produced in HD – as well as other Emmy Award winning Mets entertainment programming. As the official TV home of the New York Jets, SNY delivers more than 300 hours of exclusive year-round content devoted to Gang Green. SNY also is the official TV home of the Big East Conference – airing more than 125 BIG EAST football and basketball games – as well as other critically acclaimed BIG EAST programming. As New York’s leader in local sports TV coverage, SNY delivers the most comprehensive access to all of the Tri-State area’s professional and collegiate sports teams through five nightly sports and entertainment programs – broadcast in state-of-the-art HD – from SNY’s street-level studio in the heart of Manhattan. SNY’s programming roster also includes classic sports programming, critically acclaimed original entertainment shows and exclusive interview and magazine programs. Founded by Sterling Entertainment Enterprises, Time Warner and Comcast, SNY is available to viewers throughout.
Toni Lee, Ogilvy, 212-237-5090/917-679-7631, firstname.lastname@example.org