Fox Sports has released its Every Game is Everything promo to highlight its association with Big Ten Football Championship Games (college football). The spot has been produced by Wieden+Kennedy (W+K) New York and focusses on the challenges of the game. This is the first campaign from W+K for a sports channel after it parted ways with ESPN. While the agency conceived the humorous This is Sportscentre ad for ESPN, it has taken a dramatic route for Fox with Don’t Look Ahead. The campaign highlights Fox’s aim to become a known force in the college football game and features the raw energy that the game personalises. The campaign will include 17 different spots, including the anthem. The ads will run nationally but some of them will also be region and time-based.
“In college football, you don’t have the luxury of looking ahead. Every Saturday is an attack. Each a different way of destroying your season. The biggest game, the only game, is the one you are playing. Every game is everything. Big Ten, Pac-12 and Big 12 college football is on Fox and FS1 starting this fall,” says the company. Fox had brought W+K as its agency on record in January this year. The Big Ten had formally announced its six-year partnership with ESPN and Fox Sports, a deal worth $2.64 billion. Fox will also get to air the annual grudge-match between Ohio State and Michigan.
“By adding the best games from the Big Ten conference to our already impressive portfolio of top contests from the Big 12 and Pac-12, and putting more of those games on broadcast television than ever before, Fox Sports truly solidifies itself as a leader in the college football landscape,” said Eric Shanks, Fox Sports’ president, COO and executive producer. The 2017 Fox college football schedule includes nearly 90 games across the network’s family of channels, including more than 30 games set for broadcast television.