The football tournament will be promoted in print, outdoor, on TV and in digital, and draws on the broadcaster's existing 'Cup of Dreams' marketing.
[ESPN advert: Electrician]
Associate marketing director of ESPN Europe, Middle East and Africa Alex Lowe said: "The FA Cup has a rich and glorious heritage that we celebrate proudly at ESPN.
"First and foremost, we are fans ourselves. We understand the passion. And through our new FA Cup campaign we aim to capture and bring to life a fan's anticipation, obsession and optimism for the tournament ahead of each round."
The main tranches of the campaign, which has been produced by ESPN and BDA Creative, have been dubbed 'Electrician' and 'Play Room'.
The former features an electrician fixing the lights in a tower block to look like the famous trophy, while the latter shows a father creating an FA Cup-style constellation out of stars in his daughter's bedroom.
[ESPN advert: Play Room]
The campaign debuts outdoors and in digital and mobile media from December 26, and in print from January 5.
The 'Cup of Dreams' motif has also been integrated into the broadcaster's on-air spots on ESPN and ESPN Classic, incorporating Clown, Coffee, Pitch and Christmas Jumpers.
ESPN will broadcast 25 live and exclusive FA Cup matches in 2012/13 from the first round through to the final, with two matches in the first two rounds, three matches from the third to fifth rounds, two quarter-finals, one semi-final and the FA Cup Final - and selected replays.
Its third round matches are Swansea vs Arsenal, Mansfield vs Liverpool and Cheltenham vs Everton.
Content will also be available on ESPN.co.uk and ESPNFC.com, mobile web and a dedicated mobile app.