ESPN 'Shake On It' Commercials Shows the Hefty Price of Losing
Matt Ho — January 9, 2012 — Pop Culture
References: youtube & laughingsquid
If there's anything that the ESPN 'Shake On It' ad can teach a person, it's that pride is probably the worst thing to lose when betting on a game.
When it comes to a wager and cash isn't option, there are several ways to settle a score and the ESPN 'Shake On It' shows just how it's done. The clip depicts several friends shaking one another's hands as a symbol of agreement on the wager of their bets. What follows is a display of the price of losing when your team doesn't come through. Chances are you'll rethink the whole "betting without money" system.
After viewing the punishment that these folks have to endure, I'd take losing money over dignity any day -- especially when the loss of dignity involves a grown man in a diaper.
When it comes to a wager and cash isn't option, there are several ways to settle a score and the ESPN 'Shake On It' shows just how it's done. The clip depicts several friends shaking one another's hands as a symbol of agreement on the wager of their bets. What follows is a display of the price of losing when your team doesn't come through. Chances are you'll rethink the whole "betting without money" system.
After viewing the punishment that these folks have to endure, I'd take losing money over dignity any day -- especially when the loss of dignity involves a grown man in a diaper.
Trend Themes
1. Betting Culture - With the rise of online betting and the increasingly popular online sports betting apps, consumers are becoming more comfortable with gambling scenarios, presenting opportunities for ad campaigns focused on betting culture and/or anti-gambling campaigns.
2. Friendship-based Wagering - The concept of friendship-based competitive wagers is becoming a new cultural trend, providing opportunities to create unique social games to engage a niche market.
3. Humiliation-based Punishments - The trend of humiliation-based punishments for lost sports bets can be capitalized on by creating alternative and entertaining entertainment for a growing and participation-hungry audience.
Industry Implications
1. Sports Betting - Sports betting companies and their online platforms can utilize these trends to create new gambling campaigns, betting systems, and other innovative products to appeal to more potential customers.
2. Entertainment and Media - Media companies can create additional forms of engagement with their content by including creative ways for fans to participate in betting culture.
3. Marketing and Advertising - Marketers can create campaigns that leverage current trends highlighting the traditionally lighthearted consequences of losing a bet to connect with younger audiences and encourage social sharing.
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