Fox Sports Wants College Football Fans To Live in the Moment
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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.
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