BRAND CAMPAIGN ESPN’s “IT’S NOT CRAZY, IT’S SPORTS” campaign is an effort to expose fans and the greater public to truths that are normal inside the world of sports, yet outside it, anything but. It celebrates all the bizarre, inspiring, ridiculous, random and loveable ways sports affect our lives and culture.

“A SHORT TIME AGO”This spot documents how students at the University of Mississippi actually voted to elect a lobster-alien from Star Wars and “It’s a trap!” fame as their on-field mascot. He led the Rebel Alliance in its attack on the Death Star — they needed a representative for the Ole Miss Rebels – why not?