• Boston Globe, Friday, March 7, 2008 11:16 AM

A new ad campaign for ESPN from Arnold Worldwide mixes soap opera stars and Major League Baseball players. Tagged "Endless Drama," the first spot in the effort features New York Yankee Jorge Posada as a bouncer dealing with famous and unruly patrons. Ads broke this week on the sports cable net, says Arnold executive creative director Roger Baldacci, who notes they also include baseball star Chase Utley and ABC soap opera fixtures like Bree Williamson and Rebecca Budig.

Apparently, ESPN sees some potential revenue gains by encouraging viewers to sign up to play free fantasy baseball, football and other sports on its Web sites. The new ads are aimed at driving traffic, presumably making them more attractive to potential advertisers. The Posada spot introduces the campaign and also urges ESPN viewers to check out future episodes at endlessdrama.com.

Fantasy baseball isn't yet as popular as fantasy football, so "Endless Drama" looks to push the idea a fantasy fan's Major League season can be as fraught with excitement, deception and action as a steamy soap opera. But there is no word yet on whether any members of the Yankees archrival -- and current World Champion -- Boston Red Sox are involved.

Read the whole story at Boston Globe »