Wieden & Kennedy New York Debuts First Work for Fox Sports
New Ad Has Completely Different Tone From Agency's Humorous Work for Former Long-Time Client ESPN
By Jeanine Poggi, Anthony Crupi. Published on Aug 10, 2017
Editor's Pick
With the addition of the Big Ten to its lineup, Fox Sports hopes to become a more formidable force in College Football. So Wieden & Kennedy New York went for drama in its first work for the network since it parted ways with ESPN after 25 years.
A radically different tone than the agency's humorous "This is Sportscenter" efforts for ESPN, "Don't Look Ahead" highlights the intense rivalries and deep passions of College Football teams and their fans, telling viewers that "every game is everything." The focus, it says, should be on each week's game, not just the College Football Playoff.
This is an ironic message given the broadcast network and Fox Sports 1 have aired few, if any, post-season bowl games in recent years. Out of the 39 bowl games last season, not including the College Football Championship Game, ESPN and ABC aired all but two.
This year kicks off Fox Sport's six-year deal to air 50 Big Ten football games (ESPN will also air 50 games). As part of the deal, Fox will air the annual grudge-match between Ohio State and Michigan, which averaged 16.8 million viewers when it aired on ABC last year. It also has dibs on the Big Ten football championship in December.
Unsurprisingly, the Big Ten was a meaningful part of FS1's pitch to advertisers during the annual ad haggle.
Sam Pilling of Pulse Films directed the debut spot. The "Don't Look Ahead" campaign will include 17 different spots, including one spot for every Big Ten school.
Last season, FS1's College Football games averaged 715,300 viewers, with its coverage of the Texas-Oklahoma game the most-watched, attracting 2.8 million viewers.
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About
Credits
- Date
- Aug 10, 2017
- Agency:
- Wieden & Kennedy New York
- Client:
- Fox Sports
- Executive Creative Director:
- Karl Lieberman
- Creative Director:
- Gary Van Dzura
- Copywriter:
- Matt Herman
- Art Director:
- Mina Mikhael
- Head of Integrated Production:
- Nick Setounski
- Producer:
- Kristen Johnson
- Associate Producer:
- Alexey Novikov
- Account Director:
- Mike Welch
- Account Supervisor:
- Matt Angrisani
- Account Executive:
- Bri Akakpo
- Strategy:
- Brian Ritter
- Communication Strategist:
- Stuart Augustine
- Project Manager:
- Yann Samuels
- Project Manager:
- Alex Doomany
- Director of Business Affairs:
- Patrick O'Donoghue
- Business Affairs:
- Justine Lowe
- Business Affairs:
- Lindsey Timko
- Business Affairs:
- Brit Fryer
- Business Affairs:
- Carolina Hernandez
- Traffic:
- Sonia Bisono
- Traffic:
- Andy Hume
- Production Company:
- Pulse Films
- Director:
- Sam Pilling
- Director:
- Ryan Booth
- Executive Producer:
- Davud Karbassioun
- Chief Operating Officer:
- Davud Karbassioun
- Executive Producer:
- Hillary Rogers
- Line Producer:
- Drew Mardis
- Line Producer:
- Eric Sedorovitz
- Director of Photography:
- Pat Scola
- Director of Photography:
- Ryan Booth
- Editorial Company:
- Final Cut
- Editor:
- JD Smyth
- Editor:
- Michael Wadsworth
- Editor:
- Spencer Campbell
- Post Producer:
- Brad Wood
- Post Producer:
- Lena Lobel
- Executive Producer:
- Sarah Roebuck
- Editorial Assistant:
- Sophie Solomon-O'Connell
- Editorial Assistant:
- Andre Castiglioni
- VFX Company:
- Significant Others
- Creative Director:
- Dirk Greene
- VFX Supervisor:
- Dirk Greene
- VFX Producer:
- Alek Rost
- VFX Artist:
- Matthew Stroub
- VFX Artist:
- Eric Gelgand
- VFX Artist:
- John Ashby
- Houdini Artists:
- Marcelo Cermak
- GFX Artist:
- Phillip Brooks
- Production Coordinator:
- Kyra Hendricks
- Production Assistant:
- Nicholas Renaudeau
- Telecine Company:
- Color Collective
- Telecine Company:
- Company 3
- Colorist:
- Alex Bickel
- Colorist:
- Sofie Borup
- Producer:
- Claudia Guevara
- Producer:
- Tom Gehring
- Mix Company:
- Heard City
- Mixer:
- Eric Warzecha
- Executive Producer:
- Sasha Awn
- Managing Director:
- Gloria Pitagorsky
- Sound Company:
- Final Cut Sound
- Sound Designer:
- Alex Bingham
- Assistant Sound Designer:
- Fred Pearson
- Producer:
- Laura Harris
- Media Company:
- Catch and Release
- Chief of Content:
- Greg Sylvester
- Curation Director:
- Joanne Jones
- Curator:
- Seamus Calder
- Head of Clearances:
- Brent Lovell
- Clearance Specialist:
- Will Triplett
- Content Producer:
- Ross Dabrow
- Animation Company:
- Joint
- Senior Producer:
- Michelle Carman
- Producer:
- Stephen Schmidt
- Motion Graphics Animator:
- Sina Taherkhani
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