October 1, 2023

Digital Marketing Education

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See the Big 12’s ‘Countdown’ ad from Translation

Texas-based rapper BigXThaPlug narrates the 60-second spot, which features college athletes from all 14 Big 12 Conference institutions, and sports ranging from diving to volleyball to football. It highlights the league’s origins and legacy of seven winners of the Heisman Trophy, which is awarded annually to the top player in college football. 

The media buy includes airings on ESPN and ESPNU, according to Translation.

“The Big 12 is committed to thriving at the intersection of sports and culture and getting on the consciousness of current and future student-athletes,” Big 12 Commissioner Brett Yormark said in a press release. The ad “reflects on our rich history and points towards our future—and shows we are greater than 12.”

New schools joining the conference include the University of Houston, the University of Cincinnati, the University of Central Florida and Brigham Young University. The change is serving to make the Big 12 a more urban-focused league, growing from five states with 40.2 million people to eight states with more than 76.5 million people, according to the conference.


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