Anomaly, an ad agency hired by ESPN to develop a college hoops promo campaign, was, according to its memo, looking for this U of L fan archetype: “He’s short. He’s HISPANIC. And one day he hopes to carry on in proud Louisville tradition and race thoroughbreds.”

This wasn’t the agency’s only dunderheaded perspective.

Here’s how they wanted to represent Notre Dame: “He’s an ASIAN kid who is in to all things Notre Dame, ridiculously so. Oh, and he’s always fighting. Every time we encounter him he always has some words or another, be it the faint traces of a black eye, or a scab or whatever. He epitomizes the fightin’ Irish.”

To represent Syracuse, the agency was looking for a “Jewish kid from Long Island” who loves “all you can eat buffets in the cafeteria.”

Anyway, as soon as the Anomaly Agency’s memo got out, ESPN dropped these particular plans for the campaign.

As a U of L fan, I guess I better start eating lunch more at Burritos As Big As Your Head.

P.S. In the interest of full disclosure, not to mention to ratchet up your ridicule for these Mad Ave idiots, check out the entire memo as reproduced at usatoday.com.

– Seedy K