To announce SportsCenter's change in format to begin airing live shows in the morning, we developed a campaign of 30-second live reads done by an actual ESPN employee, Steve Braband. We literally followed Steve around every second throughout the two weeks of the campaign. Whenever it was time for another commercial, he had to stop what he was doing and deliver another “SportsCenter is Live” read. No editing. No second chances. Just like live television. There were 268 original spots in all.