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.