ESPN today launches the campaign for the 2011 ESPYs, which will again be hosted by Saturday Night Live’s head writer and “Weekend Update” anchor Seth Meyers.  The campaign likens the ESPYs to prom night for the Sports World, with Meyers as the chaperone. And just as the ESPYs bring together key sports figures, so does this very special prom, with attendees like Carmelo Anthony, Lindsey Vonn, BJ Raji, John Wall, Clay Matthews and Kevin Love.  One spot in the series showcases the vocal stylings of Prom Queen Serena Williams as she serenades her fellow prom-goers.  Wong, Doody, Crandall, Wiener was the creative agency for the campaign, which includes on air, digital, radio and social media executions.  View the spots here.

The 2011 ESPYs will be televised live, Wednesday, July 13, at 9 p.m. ET on ESPN/ESPNHD from Nokia Theatre L.A. LIVE in Los Angeles. The event celebrates the best sports stories of the past 12 months, leading fans through the best plays, biggest upsets and unforgettable performances of the year.