Wieden & Kennedy New York Debuts First Work for Fox Sports

New Ad Has Completely Different Tone From Agency's Humorous Work for Former Long-Time Client ESPN

Published On
Aug 10, 2017

Editor's Pick

With the addition of the Big Ten to its lineup, Fox Sports hopes to become a more formidable force in College Football. So Wieden & Kennedy New York went for drama in its first work for the network since it parted ways with ESPN after 25 years.

A radically different tone than the agency's humorous "This is Sportscenter" efforts for ESPN, "Don't Look Ahead" highlights the intense rivalries and deep passions of College Football teams and their fans, telling viewers that "every game is everything." The focus, it says, should be on each week's game, not just the College Football Playoff.

This is an ironic message given the broadcast network and Fox Sports 1 have aired few, if any, post-season bowl games in recent years. Out of the 39 bowl games last season, not including the College Football Championship Game, ESPN and ABC aired all but two.

This year kicks off Fox Sport's six-year deal to air 50 Big Ten football games (ESPN will also air 50 games). As part of the deal, Fox will air the annual grudge-match between Ohio State and Michigan, which averaged 16.8 million viewers when it aired on ABC last year. It also has dibs on the Big Ten football championship in December.

Unsurprisingly, the Big Ten was a meaningful part of FS1's pitch to advertisers during the annual ad haggle.

Sam Pilling of Pulse Films directed the debut spot. The "Don't Look Ahead" campaign will include 17 different spots, including one spot for every Big Ten school.

Last season, FS1's College Football games averaged 715,300 viewers, with its coverage of the Texas-Oklahoma game the most-watched, attracting 2.8 million viewers.


Aug 10, 2017
Executive Creative Director :
Karl Lieberman
Creative Director :
Gary Van Dzura
Copywriter :
Matt Herman
Art Director :
Mina Mikhael
Head of Integrated Production :
Nick Setounski
Producer :
Kristen Johnson
Associate Producer :
Alexey Novikov
Account Director :
Mike Welch
Account Supervisor :
Matt Angrisani
Account Executive :
Bri Akakpo
Strategy :
Brian Ritter
Communications Strategist :
Stuart Augustine
Project Manager :
Yann Samuels
Project Manager :
Alex Doomany
Business Affairs Director :
Patrick ODonoghue
Business Affairs :
Justine Lowe
Business Affairs :
Lindsey Timko
Business Affairs :
Brit Fryer
Business Affairs :
Carolina Hernandez
Traffic Director :
Sonia Bisono
Traffic Director :
Andy Hume
Production Company :
Pulse Films
Director :
Sam Pilling
Director :
Ryan Booth
Executive Producer :
Davud Karbassioun
Chief Operating Officer :
Davud Karbassioun
Executive Producer :
Hillary Rogers
Line Producer :
Drew Mardis
Line Producer :
Eric Sedorovitz
Director, Photography :
Pat Scola
Director, Photography :
Ryan Booth
Editorial Company :
Final Cut
Editor :
JD Smyth
Editor :
Michael Wadsworth
Editor :
Spencer Campbell
Post Producer :
Brad Wood
Post Producer :
Lena Lobel
Executive Producer :
Sarah Roebuck
Editorial Assistant :
Sophie Solomon-OConnell
Editorial Assistant :
Andre Castiglioni
Visual Effects Company :
Significant Others
Creative Director :
Dirk Greene
Visual Effects Supervisor :
Dirk Greene
Visual Effects Producer :
Alek Rost
Visual Effects Artist :
Matthew Stroub
Visual Effects Artist :
Eric Gelgand
Visual Effects Artist :
John Ashby
Houdini Artist :
Marcelo Cermak
Graphic Effects Artist :
Phillip Brooks
Production Coordinator :
Kyra Hendricks
Production Assistant :
Nicholas Renaudeau
Telecine Company :
Color Collective
Telecine Company :
Company 3
Colorist :
Alex Bickel
Colorist :
Sofie Borup
Producer :
Claudia Guevara
Producer :
Tom Gehring
Mix Company :
Heard City
Mixer :
Eric Warzecha
Executive Producer :
Sasha Awn
Managing Director :
Gloria Pitagorsky
Sound Company :
Final Cut Sound
Sound Designer :
Alex Bingham
Assistant Sound Designer :
Fred Pearson
Producer :
Laura Harris
Media Company :
Catch and Release
Chief of Content :
Greg Sylvester
Curation Director :
Joanne Jones
Curator :
Seamus Calder
Head of Clearances :
Brent Lovell
Clearance Specialist :
Will Triplett
Content Producer :
Ross Dabrow
Animation Company :
Senior Producer :
Michelle Carman
Producer :
Stephen Schmidt
Motion Graphics Animator :
Sina Taherkhani
Agency :
Wieden & Kennedy - New York

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