The often caustic, always astute Stephen A. Smith has stepped out of his role with ESPN as analyst and commentator to take on not one, not two, but eight roles in an ESPN-Paramount Pictures joint promo for “Star Trek: Into Darkness.”

In a 30-second spot, from ESPN CreativeWorks in conjunction with Paramount, Smith is seen on the Starship Enterprise playing the part of such iconic crewmembers as Capt. James T. Kirk, Spock, Dr. “Bones” McCoy, Montgomery “Scotty” Scott and Pavel Chekov.

The spot broke May 7 during ESPN’s “SportsCenter” and “First Take,” the daily debate forum on ESPN 2 that features Smith and Skip Bayless. The commercial will be in regular rotation for several weeks. The movie’s official premiere is scheduled for May 16.

Barry Janoff is the Director of Sports Media Marketing Initiatives for PromaxBDA. He also is the Executive Editor for, which covers national sports marketing, business and media news; and a contributing writer for Yahoo! and MediaPost.


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