As college football fans, there’s one thing we can all agree that, regardless of conference or team affiliation, there’s nothing quite like the unscripted drama we watch on Saturdays from August until January. As ESPN puts it, college football is “The Greatest Story Ever Played,” the name and theme of its new creative campaign for the 2022 season.

“There are a million great college football stories with a million great ways to tell them, and that’s what we aim to capture with ‘The Greatest Story Ever Played’ platform,” Emeka Ofodile, ESPN Vice President, Sports Marketing said in a release. “It’s a campaign built to celebrate the return of football and the numerous stories that will unfold from Week 0 until the confetti falls in January.”

Kirk Herbstreit helped kick off the campaign during Saturday’s College GameDay. In the 60-second spot (embedded below), Herbstreit delivers a riveting lecture to a classroom audience of fans along with familiar coaches, mascots (including Alabama’s Big Al) and band members, detailing what makes college football so special while memorable moments play in the background.

“The Greatest Story Ever Played” will be featured on ESPN TV, digital and social platforms throughout the 2022 college football season, including College GameDay and the College Football Playoff.