Showing posts with label Stereotypes. Show all posts
Showing posts with label Stereotypes. Show all posts

Friday, November 14, 2008

Awesome Scrapped ESPN Ad Campain

By: T.R. Slyder,

Big ups to my homey Dr. Kevin for passing this along to me.

(copied and pasted from right here)

ESPN drops ad campaign that was to portray college stereotypes

Updated 17h 44m ago | Comments 38 | Recommend 8 E-mail | Save | Print | Reprints & Permissions | Subscribe to stories like this

ESPN canceled plans Thursday for a TV ad campaign touting its college basketball coverage after learning that the actors were to depict sometimes crude stereotypes of students at specific colleges.

A leaked memo from Anomaly, a New York agency that has produced past ESPN ads, described a casting call for actors in which it sought someone to portray a Tennessee student as "a slutty girl who would hang out at the cowgirl hall of fame" and a Notre Dame student who is "an Asian kid ... who's always fighting."

The concept of the ad was to have students working at an ESPN call center, representing their schools as they phoned people to try to get them to watch ESPN college basketball coverage.

The campaign was killed as soon as the memo leaked. "Our marketing department just learned of this casting call today," said ESPN's Mike Soltys. "The language and approach reflected in that document were not approved by us and in no way represent ESPN or the respect we have for the college community."

In the memo, which first appeared on, the "defining characteristic" of the Marquette student is that "you don't really remember her." The Kansas student "takes great pains to point out that Kansas is very cosmopolitan." Syracuse would need a "Jewish kid" who loves college — "all you can eat buffets in the cafeteria, who knew?"

The Purdue student needed to look 14 and the Oklahoma student needed to be "wide-eyed, as naive as they come."

The content of the memo is reproduced below.



Director: Matt Aselton
Casting Director: ERICA PALGON
Interview: Thurs 11/13 and Fri 11/14, Mon 11/17
Fitting: 11/21
Shoot: 11/24, 25
Location: New York



All roles are ages 18-22 yrs old. WITH THE EXCEPTION of PERDUE.

T.R. Slyder interjection- Um, ESPN guy, that isn't how you spell Purdue.

The concept: The spots take place in the ESPN College Basketball Call Center (CBBCC). All of these guys are there representing their schools, calling people on the phone to get them to watch more College Basketball. Basically they are selling college basketball.



MALE. Our guy for Duke UNIVERSITY is a smart, with it, young WHITE male. He's handsome. He's from money. He is, in short, the kind of guy, everyone can't stand. He is the kind of guy everyone wants to be.


FEMALE. She's a Southern bell. She is the counterpoint to Duke. Being young and pretty everyone wants to be around her. She's charming. Not a dingbat, she's sharp.

T.R. Slyder interjection- Hey chief stereotyper- great spelling of "belle". If you're gonna act awesome enough to stereotype, at least know how to spell them, thanks.


MALE. Straight out of an Abercrombie & Fitch catalog, Texas is a young man's man. He is the kind of guy that could field dress a deer and then take you to the debutante ball in 20. Polite, farm boy. He's good at everything. Except call centering.

T.R. Interjection- Um, when I stereotype Texans I just go for fat, loud and stupid. Maybe that's why this promo got canceled.


MALE. Kansas is straight off the farm. However, he takes great pains to point out that Kansas is very cosmopolitan, as witnessed by their record, their burgeoning tech industry, and their hybrid corns (bonus: modified by fish genes!)


MALE. Connecticut is all things Connecticut. He's a little bit older. He's a little bit thicker around the waist. He's WHITE. He's also competitive. Very. Waspy, blue blood.

T.R. Interjection- Since when has WASPy been portrayed as "thicker-around-the-waist"? Aren't they always like 6'3'' and lanky as all hell? He really sucks at stereotyping.


MALE. Oklahoma is awesome and he thinks everything is awesome. He's very enthusiastic about all things call center and all things life and he wants to share this contagious enthusiasm with everyone he meets. Wide-eyed, as naive as they come.

T.R. Again- Wait, isn't every non East Coaster the same so far?


MALE. Louisville is very true to place. He's short. He's HISPANIC. And one day he hopes to carry on in proud Louisville tradition and race thoroughbreds.

He's obviously been to Louisville on several occasions and visited their sprawling Little Mexico section. When I think Kentucky, I obviously think of Hispanics. Maybe our trusty stereotyper is transposing the words "Hick" and "Spic" in his brain.


FEMALE. Tennessee is orange crazy. The ice tray in her orange fridge, that freezes the water she dyes orange, is that orange. The party girl cowboy hat she wears is a white and orange zebra print. The tattoo on her lower back is Pantone 3 for that Tennessee orange. The only thing that's not orange is her dog, which is the mascot Smokey. Did we mention she's crazy? A slutty girl who would hang out at the cowgirl hall of fame.


MALE. Child prodigy. 14-year-old. Or open to an 18-year-old who looks 14. Aeronautical engineering. Wiz kid. Think McLovin from Superbad.

I'm from Indiana. Since this stereotype involves intelligence, I'll take what I can get here. I know some smart kids that went there.


MALE. Villanova is the poor man's Duke — he's not quite as handsome, he's not quite as rich, he's not quite as dapper. After 2 or 3 beers though, who cares? As he's friendly enough.

Wait kids were gonna be drinking in your ad campaign? That's pretty thorough characterization there, Stereotyper. Besides, everyone who has every been to Vanillanova knows that it leads the nation in squirrels-per-acre on campus. Have you noticed how at ESPN all the East Coast stereotypes are all detailed and nuanced, but the Midwestern ones are just all hicks, and the West Coast has been totally ignored? Sounds like an ESPN Memo.


MALE He's an ASIAN kid who is in to all things Notre Dame, ridiculously so. Oh, and he's always fighting. Every time we encounter him he always has some words or another, be it the faint traces of a black eye, or a scab or whatever. He epitomizes the fightin' Irish.

Wrong again. Everyone who has been to Notre Dame knows that 88% of its student body is from New Jersey. It's weird, but it's true.


FEMALE. Pittsburgh is a tomboy. She obviously grew up in the neighborhood and isn't going to take any guff from anyone and she'll wallop you in the eye with a crowbar if you suggest different. So don't. Think Tina Fey type.


MALE. Jewish kid from Long Island that is loving the college experience. It has opened up a world he never knew existed. All you can eat buffets in the cafeteria — who knew? To Syracuse, everything is a party.


FEMALE. Georgetown, a 4.36 GPA who's lived in 9 world-class cities, but all the time in her sister's shadow (her GPA is 4.37). She's sort of the female Duke, except most people like her. Think Reese Witherspoon.


MALE. No one knows what Gonzaga looks like because no one knows where to find him. He is still stuck in the grunge look, reckless, in from the wild. Flannel look. Chews tobacco. Guy that would go to school in the Pacific Northwest.

This doesn't sound like it was based on multiple visits there, or extensive knowledge of that school. Just sayin.


FEMALE. Marquette, on a scale of 1-10, she's a six. A B-, C in every category you can define a person by. Her defining characteristic is you don't really remember her. You're not breaking your arm to get to her, but you're not chewing it off to get away. She does have a winning personality though. Midwest, sweet girl.


MALE. Blue collar to the core. Michigan State is one tough kid that grew up by putting a few down. That's just Michigan State's way. Big beefy kid.

Admit it, Stereotyper- this stereotype is based 100% on Michael Moore always wearing a Michigan State hat, Stereotyper? Come on....admit it.


MALE. What can we say about Memphis? He's a southern BLACK kid, really culinary and polite. He's artistic, and draws comic books really well.

"And by 'really culinary' I mean 'barbecues a lot'. That's all I know about Memphis."


MALE. He plays lacrosse. A dude. Low key. Mid Atlantic, wears baseball hats and chinos.


MALE. He looks like Jim Tressle (head coach of Ohio State football) in the dress code. Red sweater vest. Always. Doesn't care for swearing either — of course we never really test this out as they are commercial advertisements and no one swears in them, but it's true nevertheless. A Republican.


MALE. African-American. Young Obama. Think Toofer-the straight-laced, Harvard grad writer from 30 Rock (Keith Powell)

Right. No black kids at state schools in Illinois go to school in Chicago, they prefer the charms of the rural, central part of the state.


FEMALE. She's a fun loving girl, Oklahoma born and bred. Decided not to travel out of State so she should be closer to home. She's a flirt. She's a hot chick.

Again with the characterization. "born and BRED"? Was this commercial series going to discuss where eachother's parents conceived them? I mean, that's VERY extensive characterization, especially for commercials. That are about sports. Yikes.


MALE. True to the region, Texas A&M is one tough dude. He's not big physically, but he is imposing. He's an ROTC kid and his 100-yard stare lets you know it.


MALE & FEMALE. Baylor is not one people but two. It's a couple. In fact, we're not even sure which one goes to Baylor. We only know they are madly in love. Their world is each other, which is really sweet or really sickening, depending. Think Sheri Oteri and Will Farrell as the cheerleaders.