ESPN stars 'Hit the Road' to Los Angeles in 'We're Going' Super Bowl LXI marketing campaign

The marquee creative features more than 20 ESPN talent, including Joe Buck, Troy Aikman, Lisa Salters, Laura Rutledge, Stephen A. Smith, Chris Berman, Pat McAfee & more

Now, with the NFL season underway, ESPN is launching the next iteration of its "We're Going" Super Bowl LXI marketing campaign centered around the entire company hitting the road from Bristol to Los Angeles for Super Bowl LXI. The new spot, "Hit the Road" debuts Monday, Sept. 14, as ESPN kicks off its 2026-27 season coverage during Monday Night Football between the Denver Broncos and Kansas City Chiefs.

"Hit the Road" is headlined by Joe Buck & Troy Aikman, who will call their 7th Super Bowl overall, and features more than 20 total ESPN talent. The cameos include: Stephen A. Smith, Pat McAfee & Connor Campbell, Ty Schmit, Tone Digs, Chris Berman, Adam Schefter, Scott Van Pelt, Dan Orlovsky, Peyton Manning, Eli Manning, Erin Dolan, Michelle Beisner-Buck, Peter Schrager, Marcus Spears, Jason Kelce, Jason McCourty, Christine Williamson, Kevin Negandhi, John Sutcliffe, Katie Feeney and ESPN's mascot, App-E.

"'We're Going' has been a tone-setting campaign for our Super Bowl year with a simple, powerful message: ESPN and The Walt Disney Company will rally around this milestone moment for the company and celebrate it more than anyone before us," said Jo Fox, Senior Vice President of Marketing at ESPN. "With the season kicking off, our journey to the Super Bowl is now in over charge, and there's incredible energy across the company as we continue to roll out more ways for fans to follow along."

The creative opens on Buck and Aikman on ESPN's Bristol campus, and then pans to ESPN talent traveling to Los Angeles in a variety of ways. Examples include: Smith driving an ESPN-branded bus, Peyton & Eli riding on a couch, Schefter on a hoverboard (needs his hands free to break the news), Kelce on a custom motorcycle, Berman piloting the ESPN blimp and Feeney is there to capture it all for the socials!

The creative was developed by ESPN Creative Studio, Artclass Content and Overture Studios.

ESPN's shift to Super Bowl LXI began back in February when Super Bowl LX ended and ESPN announced its 'Year of the Super Bowl. The high-energy, fast-paced, cameo-filled marketing campaign has featured three spots since the February launch: "We're Going," "On the Clock" and "Toy Story 5.5."

Monday Night Football leads ESPN's largest NFL season ever, culminating with Super Bowl LXI

ESPN enters its first-ever Super Bowl season with its largest NFL game portfolio ever, featuring 28 games plus Super Bowl LXI on Feb. 14, 2027. Buck, Aikman, Salters and Rutledge return to lead Monday Night Football, beginning with the aforementioned Broncos-Chiefs matchup in Week 1, with Buck and Aikman entering their record 25th season together as an NFL broadcast duo. A full look at ESPN's NFL coverage plans can be found here.

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