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New York Yankees slugger Robinson Cano featured in English and Spanish Version of “Handshakes”
On Wednesday, ESPN will introduce its first-ever Spanish-language spot from the iconic This is SportsCenter franchise. Just in time for Major League Baseball’s Opening Day, “Handshakes” features New York Yankees All-Star second baseman Robinson Cano in a send-up of his popular handshake routine with teammates.
“Handshakes” will air in English and Spanish in the United States and across Latin America. The spot will debut in Spanish on Wednesday, April 4, at 9 a.m. ET on ESPN Deportes. The Spanish version will also air during Dan Le Batard is Highly Questionable on ESPN2. The English version will debut at 6 p.m. ET on ESPN during Baseball Tonight.
“Just as handshakes are a universal greeting, sports are a universal experience,” Cano said. “As a bilingual athlete, it is an honor to bring This is SportsCenter to life for Spanish speaking fans.”
This marks the first time ESPN has brought its longest running and most successful advertising campaign to viewers in a language other than English. ESPN has actively engaged in crossover initiatives to better serve the growing U.S. Hispanic audience across ESPN and ESPN Deportes through shared talent, integrated editorial efforts and cross-platform advertising opportunities.
“This is a landmark moment for the This is SportsCenter franchise,” said Carol Kruse, senior vice president of Marketing, ESPN. “Reaching the Hispanic sports fans continues to be a priority for the ESPN brand, and this is just another example of our commitment and many efforts to engage with this growing audience.”
“Handshakes” explores how Cano’s friendly and creative handshakes with ESPN staffers enable the quick spread of the common cold across the ESPN campus in Bristol, Conn. The spot was created by Wieden + Kennedy New York and filmed at the ESPN campus in February.
ESPN anchors Karl Ravech, John Anderson, Sage Steele, Kevin Negandhi, John Buccigross, Linda Cohn and Robert Flores are featured in the English-language spot while ESPN Deportes anchors Tony Cherchi, Carolina Guillén, Jorge Eduardo Sánchez, Ricardo Puig, Enrique Rojas and Fernando Alvarez appear in the Spanish-language version.
For 17 years, This is SportsCenter has given fans and viewers an inside peek at the Bristol campus with a humorous spin on day-to-day life at ESPN. The network has produced almost 400 advertising spots in this signature franchise, in collaboration with Wieden + Kennedy.
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