CBS Sports HQ is like the paper towel, pain reliever and beer of your dreams in its first brand campaign

Campaign for the 24/7 network from BarrettSF sends up classic ad tropes

Published On
Oct 23, 2018

Editor's Pick

Digital sports news network CBS Sports HQ goes back to those “golden years” of advertising for its first-ever brand campaign, created out of BarrettSF.

The series of digital videos sends up familiar tropes from classic paper towel, soap, beer and pain reliever ads. One film (above) features a blue liquid demo citing CBS Sports as the network with “stronger, more absorbent” sports coverage.

Another plays on old pain reliever ads and promotes the network as a salve providing “immediate relief… fast acting for when you need sports the most.”

A beer parody stars a jock in a bar raving about the “bold, refreshing, full-bodied sports coverage I can only get from CBS Sports HQ," while a soap-themed spot depicts a hairy dude lathering up in the shower: “Only CBS Sports gives me that clean, tingly, fresh-as-sports-news-highlights-you-can- find feeling,” he says. 

Mike Maguire directed the spots via Dummy.

CBS Sports HQ debuted in February 2018. It features 24-7 coverage and is available for free across digital platforms.



Oct 23, 2018
Client :
CBS Sports
Agency :

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