• by David Goetzl  @dgoetzl, September 2, 2008

Networks rarely take off the gloves. But last week, ESPN gave at least a nod to NBC's successful Olympics coverage via an ad in two national papers.

 

In The New York Times and USA Today, the ad didn't exactly gush about Bob Costas' smoothness or the network's clever use of camera angles. In fact, it did not mention NBC at all. Instead, it saluted Michael Phelps' gold medal streak, night after night, as the fulcrum.

Using an image of a racing pool and overlaying it with pithy descriptions of each of Phelps' wins, the payoff read: "For 9 nights, we weren't watching us either." The ESPN moniker graced the bottom right.

It's a bit unclear why ESPN went with the quasi-congratulatory tack, although it seems to have roots in its mission to serve as the locus of the sports world. The tactic would have a clearer mission if the Olympics were coming to ESPN the next go-round, but they will be on NBC through 2012. (Of course, ESPN might get them in 2014.)

Perhaps it was a subtle appeal to Phelps to get him to star in a several ESPN "This is SportsCenter" spots, athough that probably wouldn't take too much convincing.

NBC Universal CEO Jeff Zucker seemed to appreciate the tip of the hat. When told of the ad during an interview on CNBC by an enthusiastic anchor, he offered up a matter-of-fact "very creative."

ESPN's maneuver calls to mind TV Land's clever way of avoiding a zip on the Nielsen meter during the 1998 finale of "Seinfeld." During the extended episode, the network went dark, posting a message that essentially said: "We're watching NBC. Come back after the credits."