The Sporting News

With the line between sports and entertainment getting fuzzier and fuzzier, we wanted to remind true sports fans that "The Sporting News" concentrates on the game, not on the hoopla surrounding it (NB: It helps to read this into paragraph as a crotchety old grandpa would. Go ahead and add in a "Damn, Kids!" at the end if you so desire). More after the jump.

Nintendo Wii Fit

Did you know using a Wii Fit is a great way to take small steps toward living a healthier lifestyle? Did you know that doesn't have to end when you shut the game off? Full campaign after the jump.

HBO: "John Adams" Miniseries

HBO's "John Adams" miniseries was a hit among history buffs. But we wanted to extend that awareness to a pop-culture savvy crowd that might not know the real Sam Adams from his beer. Since John Adams and his cronies were the nation’s first celebrities, we sold them as such and gave them a presence online. See the full campaign after the jump.

Auntie Anne's Pretzels

We wanted our in-mall signage to get people to stop and smell the pretzels.

Champion Sportswear

A lot of sportswear companies talk about how their apparel makes you a better athlete. We wanted to set Champion apart as the brand that makes you a better teammate. So we set out to remind players that their teammates are always with them - even when they’re not physically there.

Sealy Mattresses

We wanted to tell people that Sealy Mattresses are so comfortable that people who own them drift off to sleep in no time. But if you're falling asleep so fast, won't you miss some stuff? Not anymore.

Bill Simmons Intern Contest

In 2005, Bill Simmons held a contest to select an intern. The application was a 400 word essay about anything. He got more than 4,500 entries and selected 25 finalists. I was one of them. Bill gave new writing assignments each week, and voted off applicants each time. I lasted until the final seven.