ESPN’s “Is It Monday Yet?” campaign for Monday Night Football kicks off Wednesday with “Brady’s Back,” the first of four planned spots. The campaign, created in collaboration with Wieden + Kennedy New York, is a continuation of the brand voice that ESPN has built the past three seasons, highlighting the idea that MNF makes Monday better despite all the drudgeries associated with this first day of the week.
“Brady’s Back” focuses on the monotony of a fan’s Monday working at a mall kiosk selling loop-de-loop airplanes. The fan recalls the many previous jobs he has lost (office employee, line cook, dental technician and waiter) while fanaticizing about his ultimate dream job — being the head coach of the New England Patriots and coaching quarterback Tom Brady. Just the thought of Brady returning to the lineup on MNF helps the fan get through yet another dull Monday.