Reframing relevance through character-led content
Our production partner, 10th Street Stories, partnered with create ESPN Africa to reintroduce the brand to local audiences and position it as the home of American sports, including the NBA and NFL.
The strategy focused on translating globally recognised sporting content into something culturally relevant and locally resonant. To achieve this, we developed ESPN Africa’s ‘Special correspondent’ Bob O’Connor, a character brought to life in collaboration with comedian Tyson Ngubeni, and inspired by the iconic Ron Burgundy archetype.
Through a series of campaign videos and cutdowns for broadcast and social, we used humour as a strategic tool to deliver ESPN’s message in a way that felt familiar, engaging and distinctly South African. Careful attention was given to casting, production design and scripting to ensure consistency and quality across all outputs.
To extend impact, the campaign was amplified through PR, influencer collaborations and radio partnerships, creating a connected ecosystem of content and conversation.
The result is a cohesive, character-driven campaign that re-established ESPN within the local market, blending global credibility with local cultural relevance to drive awareness and engagement.
