Media: TV
Category: Publications & media
Client: Fox Sports
Agency: Cummins&Partners Sydney
Country: Australia
Director: Tim Bullock
Executive Creative Director: Julian Schreiber
Executive Creative Director: Tom Martin
Producer: Adrian Shapiro
Senior Art Director: Mandie van der Merwe
Senior Copywriter: Avish Gordhan
Production company: Scoundrel
Senior Agency Producer: Abby Hunt
Strategist: Adam Ferrier
Group Account Director: David Flanagan
Account Director: Georgia Mclean
Post production: Heckler
Editor: Adam Wills
Music + Sound Production: Song Zu
Account Executive: Olivia Etzine
Colourist: BE Colour
Fox Sports launches new ads about no ad-breaks via Cummins&Partners, Sydney.
Fox Sports has released its latest instalment in the new “We’re a FoxSporting Nation” campaign. And there is a healthy dose of irony in it. The ads, which are part of a larger brand platform developed by Cummins&Partners Sydney, focus on Fox Sports’ ad-break free sports coverage.
Says Tom Martin, co-ECD at Cummins&Partners Sydney: “Punters don’t want ad-breaks during the game. They just want the game. Fox Sports is the only broadcaster that brings your team, every round, live in HD, with no ad-breaks during play.”
“All Australians enjoy their sport,” adds Julian Schreiber, co-ECD at Cummins&Partners Sydney. “But you’d be hard-pressed to find anyone in this country who would voluntarily choose to have their sport interrupted. The new ads deliver the message with the same wry Aussie wit that has imbued the entire campaign. Needless to say, the ads will not be on air during any games on Fox Sports.”
This work forms part of the new Fox Sports campaign that launched earlier this month with a commercial titled “Sauna Rocks”. “Babushka Dolls” has also been released along with this latest burst of work, while the campaign continues across radio, print, digital and social media.
Cummins&Partners, Sydney was founded last year and counts Fox Sports, Vodafone, Pernod Ricard and National Home Doctor Service as some of its clients.