Billy Mays ESPN360.com Ads

ESPN strikes again.

Adding to their list of strong campaigns and executions are the self-parodying Billy Mays ads for ESPN360.com. The schlockmeister himself now shills (humorously) for ESPN's streaming online product.

The campaign takes Billy to various venues where he famously demonstrates the life-changing aspects of ESPN360 - work, college, even on the run from the mob.

These ads work especially well by changing context. We've all gotten used to Billy's loud, near-over-the-top delivery for household aids. But instead of selling sundries for the home, our attention is maintained by the unexpected product - and the funny writing.

And, the strange thing is... it makes me, uh, *like*Billy.