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.