This is Sportscenter

Much of ESPN's success over the years is reliant upon being able to relate to a specific audience, that for the most part being men. They have been running a series of commercials since 1996 or 1997 that feature anchors for Sportscenter and often cameos by sports stars and mascots. This first commercial definitely plays to a specific demographic: baseball fans. http://www.youtube.com/watch?v=QNa9CLIGGAc&feature=related. The key to this commercial is that the viewer is familiar with meetings at the mound when a coach brings in a relief pitcher. Also, it's important to know who the guy who they bring in is. He's Trevor Hoffman, and he is currently the career saves leader for the MLB. Although he wasn't the leader at the time, he was one of the best in the majors. If the viewer didn't know who he was, the commercial really wouldn't make sense.
My all-time favorite isn't as targeted to as specific an audience. It's a spoof of songs that ben3fit a cause, such as we are the world. http://www.youtube.com/watch?v=L1jfF04Lb3M. I love how "epic" they make the video feel. They do this by making the song really corny and somewhat sentimental sounding. All of the singers do a great job of making it look like they're really into it also. Also, the use of mascots, sports stars, Lil Penny (the doll), and mentioning former basketball greats draw in basketball fans. As a Knicks and therefore Patrick Ewing fan, when they accuse Ewing of being a huge perpetrator of traveling, I feel more involved as well.
These commercials are extremely effective at using a combination of humor and knowledge. Most of the jokes are only understood by those who watch Sportscenter or follow sports, so they encourage watching more so that the next commercial might be understood.