Honor Thy Saturday
For college football fans, Saturday isn't just another day.
- Client
- Fox Sports 1
- Year
- 2015
Brief
FOX Sports wanted to establish FS1 as a destination for Saturday college football and build a stronger viewing ritual around its lineup. The challenge was to make fans think of FOX and FS1 whenever Saturday rolled around.
Idea
What if skipping college football was a punishable offense? We created the Football Gods: Eric Dickerson, William “The Refrigerator” Perry and Brian Bosworth, elevated to a smashmouth Mount Olympus where they passed judgment on football sinners. The campaign turned the simple act of watching college football into a sacred Saturday commandment: Honor Thy Saturday.
Work
Across a series of 30-second films, the Football Gods delivered supernatural punishment to ordinary fans who dared put anything ahead of college football.
Impact
“Honor Thy Saturday” became a broad promotional platform for FOX Sports' college football coverage, spanning television, outdoor and digital. The campaign helped position FS1 as part of the Saturday college football ritual, using humor, recognizable football legends and an expandable mythology to give the network a distinctive voice in the category.
More for Fox Sports 1
Client
Other projects
Partnership for a Drug-Free AmericaPartnership to End Addiction
MarcusTimberland
This Is the CapNew Era
