Yves Geleyn and Wieden+Kennedy New York answer the question on everyone’s mind in this picturesque spot for ESPN: what are you doing New Year’s Eve?
For college football fans the answer includes tuning in to the playoffs, which begin at 4 PM on December 31st. But unlike the high energy of the game or the glossy, CG tropes typical of sports ads, Wieden+Kennedy NY and ESPN opted to reach their audience using a softer approach, tapping Hornet to bring their elegant vision to life.
“How do we merge the history of New Year’s Eve in New York City with the culture of college football fans? and how do we do it with grace and poise? That was our concept,” commented Geleyn.
To set the mood, the Hornet fabrication team created a miniature set — a talent that Geleyn is well known for — and shot practically to capture the delicate atmosphere. Dynamic football footage was then added to the building’s multiple screens, incorporating the excitement and passion of the fans.
“I wanted to assume that contrast,” said Geleyn. “We took the content, a seemingly contradictory pair, and found a way to fuse them together and balance out the story. I think that’s the best part about it.”
The classic vocals of America’s Queen of Jazz — Ella Fitzgerald’s “What Are You Doing New Year’s Eve” — carry viewers throughout the quiet cityscape, subtly and seamlessly juxtaposing the action packed gameplay with the enchanting scenery and unifying the spot with an enticing, old fashioned NYE invitation.