Wieden+Kennedy NY

CD: Caleb Jensen

ESPN Fantasy Football's biggest hurdle is retaining their users. To encourage members to keep playing on ESPN.com we used the Commissioner Commissioner, a wise cracking police commissioner and a fantasy football commissioner whose favorite hobby is taking gumshoes down a notch or three. We target e-mailed a wide variety of people who played last year to guilt/manipulate/trick them into getting back into the game. 

His good cop/bad cop routine didn't work on me, as I still use Yahoo! Fantasy Football.