Launching with the tagline “Take it all in,” ESPN is starting to roll out the creative campaign for its new sports brand, the SEC Network.

The sports network, with games and programming focused on the Southeastern Conference, won’t launch until August 2014, but its parent network is starting now, releasing promos, its tagline and print art. ​

Friday, Southeastern Conference Commissioner Mike Slive and ESPN SVP Justin Connolly provided a first look at the campaign, created with creative agency McKinney (who is also responsible for the recent Nationwide “Baby” ads, as well as ads for Travelocity). The SEC Network’s branding centers on the tagline “Take it all in,” playing up the teams’ dominance, especially in football standings (4 out of the top 10 in BCS standings are currently SEC teams), and the fans’ loyalty.

CREDITS:

Agency: McKinney

Client: ESPN SEC Network

Spot: “Not Just a Casual Fan”

Chief Creative Officer: Jonathan Cude

Associate Creative Director/Art Director: Matt Trego

Art Director: Jordan Eakin

Copywriter: Roger Fish, David Sloan

Production Company: McKinney

Director: Michael Lawrence

Executive Producer: Naomi Newman

Art Buyer: Stephanie Witchger

[Images courtesy of ESPN]

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