Sports streaming platform DAZN has enlisted funnyman Tracy Morgan to spread its message: The old, expensive ways of watching fights are totally over.
The new campaign, DAZN's first brand work from 360i, includes this anthem film showing the comedian illustrating the company’s offering by detonating a bar, his house, a computer and, well, you’ll see.
Morgan puts it simply: “At DAZN (incongruously pronounced “Da-Zone”), we don’t think you have to pay a huge cover charge to watch a fight—in a bar. That’s why I’m going to blow up this bar.” (Bar then combusts behind him).
He moves on to saying how you shouldn’t have to shell out a ton on pay-per-view to watch at home. (His slick mansion in the background then bursts into smithereens).
The conceit continues to escalate to a delightfully absurd degree. The inane plot, casting choice of Morgan and comedic finesse of director Tom Kuntz of MJZ (Old Spice, DirecTV, Skittles) are an inspired combination. The campaign is also an unexpectedly “traditional” move from 360i, an agency best known for its digital and social innovations.
Ultimately, the point of the campaign is to underscore DAZN’s more budget friendly offering: 100+ fight nights a year for less than $100 (by comparison, pay-per-view UFC fights cost about $60 for subscribers to ESPN+).
Though boxing and MMA currently dominate DAZN’s U.S. lineup, the service is poised to take on other providers as major sports contracts open up in the near future.