Union Goes Backstage with Fox Sports

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The New A-Team: Union's latest for Fox Sports.
Following up on its funny series of promos for TNN, New York boutique Union strikes again with a behind-the-scenes campaign for The NFL on Fox. The spots cast the hosts as "The New A-Team," with Troy Aikman starring as a laughable Mr. T.

Like many boutiques before it (The Concept Farm, nicebigbrain), Union -- formed last year by ex-Y&R creatives Randy Van Kleeck, Nelson Martinez and Matt Aselton -- has found network promos to be an ideal place to flex some creative muscle, particularly through their collaborations with Allan Broce, the former head of marketing at ESPN turned director. Broce ushered in the benchmark "This is Sportscenter" campaign from Wieden + Kennedy, and Union's work so far has the same backstage feel.

In the TNN campaign -- written by Van Kleeck, Aselton and Broce; directed by Hungry Man's Bennett Miller -- we see an uptight network exec showing a slacker intern the ropes. In the new campaign for Fox Sports -- written and directed by Aselton and Broce, via Broce's company, Unheardof Productions -- we watch as the hosts of The NFL on Fox get ready to shoot a promo. And, according to Van Kleeck, there's more to come. Union is about to wrap another round of promos for TNN.

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