In 2013, NBC produced a 4-minute, 41-second commercial to hype up its acquisition of broadcast rights for the English Premier League. Jason Sudeikis starred as “an American Coach in London.” After that viral marketing success, some TV writers and producers realized that Ted Lasso, as Sudeikis’ character was named, could be good television. The resulting series became the first big hit for Apple TV+ in 2020 and, despite the wishes of many , is still coming back for more .

We may have Ted Lasso to thank for what happened next: In 2022, ESPN produced a seven-minute bit in which two-time Super Bowl–winning quarterback Eli Manning pretended to try out for a walk-on spot at Penn State. He wore a prosthetic face and went by the name “Chad Powers.” After that video went viral, some TV

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