Wednesday
Aug192009

ESPN 'Is It Monday Yet?' Touts 40th Season Of 'Monday Night Football'

August 19, 2009: Like clockwork, ESPN’s "Is It Monday Yet?" campaign for Monday Night Football is back to coincide with the start of the NFL season. The campaign, created in collaboration with Wieden + Kennedy New York, is now in its fourth season of showing how Monday Night Football on ESPN makes the day better despite it being a time when people go back to work, school and other hassles after the weekend. The effort also touts the 40th season of Monday Night Football, previously on ABC, which begins Sept. 14 with the Buffalo Bills visiting the New England Patriots.

In “Brady's Back,” which breaks this week, New England Patriots' quarterback Tom Brady does not appear in, but is the focus of one man's football fantasy. Brady, who went down in the first game of 2008 with a knee injury, is scheduled to start, which gets a guy who has had a series of jobs - all of which he has lost - to thinking about his dream job: coaching the Patriots and Brady. As we see the guy in his current job - selling loop-de-loop airplanes in a mall - flashbacks show his previous stops, including office employee, line cook, dental technician and waiter. A voiceover offers, "Monday, the longest day of the week. Which gives you time to reflect on why you got fired from your last job. And the one before that. And the one before that."

As we see a shot of the guy on the sidelines as head coach of the Patriots, the voiceover offers, "But soon Monday Night Football is returning to ESPN, which is the closest you'll ever get to your dream job ... coaching Tom Brady in his return to Foxboro. So keep that day job, because on Monday nights ESPN will be doing all the work."

This will be the the first of four planned spots, according to ESPN. Upcoming on Monday Night Football on Oct. 5 is the Green Bay Packers visiting the Minnesota Vikings and new quarterback Brett Favre. Fox has the Vikings at Green Bay on Nov. 1.

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