www.baltimoresun.com/entertainment/tv/z-on-tv-blog/bal-espn--ray-lewis-monday-night-football-promo-20130829,0,2683591.story

baltimoresun.com

ESPN launches clever promo for Ray Lewis on Sunday NFL Countdown

Image of Lewis arriving in Baltimore in a moving van is a winner

By David Zurawik

The Baltimore Sun

9:50 AM EDT, August 30, 2013

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UPDATE 9:50 a.m. Friday: A couple of hours after I posted this Thursday, the video went private.  I asked ESPN for help in getting a video readers could access. This morning, ESPN sent a version you can now play.

ESPN has a lot riding on the addition of Ray Lewis to its NFL football package.

And there's no guarantee the great linebacker is even going to be a good TV performer.

But the sports channel started the launch today with a winning promo.

The channel is selling "passion" with Lewis, and that can be a tricky deal, because sometimes passion plays too hot on what has been called a cool medium.

I can't wait to see Lewis on his opening day.

Check out the video. And tell me if you don't smile at the "Ray arrives in Baltimore" sequence.