The name isn't exciting, the logo isn't exciting, but the play on the field will be exciting once the College Football Playoff debuts next year.
During the final BCS championship game ever, ESPN released the first of presumably many commercials for this now-annual four-team tournament. This is only a teaser trailer, where four slots on competitive sports' smallest bracket are illuminated and thumping music draws in the excitement.
ESPN doesn't really have to advertise this. It sells itself. It's not like college football fans would somehow forget to watch the new playoff because they didn't see enough commercials. But ESPN didn't get to be the worldwide leader in something by being bad at advertising.