Sorry For All the Football
Fox Sports 1 had a problem: too much college football. Their solution? Apologize for it.
- Client
- Fox Sports 1
- Year
- 2014
Brief
Promote Fox Sports 1's expanded college football coverage—over 100 games across national and regional platforms—by flipping the usual sports hype on its head. Instead of celebrating the football, apologize to the people who will be ignored because of it.
Idea
Take the perspective of the loved ones left behind. Wives, girlfriends, best friends, and even dogs stare into the camera and deliver deadpan apologies on behalf of the network.
Work
TV Spots: "Couch" and "Best Friend" show the emotional wreckage of football season from the perspective of the neglected.
Impact
The campaign cut through sports advertising clutter by admitting the "problem" instead of selling the solution. It positioned Fox Sports 1 as the network that understands football fans and the people who love them.
More for Fox Sports 1
Client
Other projects
#FirstChangesEverythingNew Era
Legends ClubTimberland
Small Batch, Massive SpiritBorchetta Bourbon
