OK, but why the literary approach? "You can't just show two helmets exploding on contact and hope that does it," says Kalleres. "There are details that can't easily be summed up with a photo and a line, and we wanted to speak to those details by creating a daily conversation with fans." But at the same time, "we didn't want the copy to seem daunting, so we made the layout as simple as possible," says Jennings. "Since we weren't using photography or any other extraneous elements, we didn't have many visual cues to say 'football,' so we chose a dark green background and a white gridiron-style typeface to mimic a football field. Even if many consumers read only one or two sentences of each ad, they'll understand that ESPN knows what 'Monday Night Football' means to a football fan's life." See the PDF for the whole series.