In the summer of 2008, ESPN SportsCenter changed its morning format to airing live weekdays from 9 am–3 pm. To announce this change, the SportsCenter AM campaign followed an actual ESPN employee, Steve Braband, around 24 hours a day for two weeks. Whenever it was time for another commercial, Steve had to stop what he was doing and deliver another live read. No editing. No second chances. Just like live television.