The game continued to swing, chances flowing at both ends as the first half wore on.
Blackpool broke down the right, a deep cross aimed at Yates, but Wigan keeper Jamie Jones read it well, stretching out his gloves to pluck the ball before it could cause danger.
Almost instantly, Wigan turned defence into attack as Broadhead spun into space, feeding McClean, whose low cutback fizzed across the box.
The fans glanced over in the direction of the ball, and there was Keane with the ball coming at his feet and the goal opening up.
"Here it is! Keane—" the commentator's voice cracked with anticipation, only to drop as the ball curled just wide of the far post.
Agony rippled through the home stands, hands on heads, groans mixing with frustrated laughter.
But the Blackpool fans, tucked away in the corner, leapt to their feet in delight, waving their flags and singing louder, seizing on the miss as if it were their own goal.
And then, almost cruelly, their joy doubled.
