Competitor speaks frankly at a press conference about Bass Fishing's upcoming premier event, the Bassmaster Classic.
Philosophy
We wanted to generate buzz and to communicate that this event, the Bassmaster Classic, is basically the Superbowl of fishing. By likening this to the type of pre-game hoopla we see for other sports we communicated two things: that this is a competitive sport (vs. just a bunch of guys fishing), and that this event that is approaching is "the Big One". Beyond that, we're pushing pure entertainment value. Fun ad for fun program to watch.
Problem
This is the first year that ESPN is attempting to drive mass viewership for the "Classic." People are either huge BASS fishing enthusiasts, or they know nothing about it. The trick was to come up with an idea that would resonate with current fans by staying true to the sport, but also generated interest among those who are not fans of competitive fishing, and build a larger general audience for viewership.