First Wieden+Kennedy Effort For Fox Sports Highlights College Football Rivalries

Fox Sports "hopes to become a more formidable force" in college football, and with that in mind, Wieden+Kennedy, N.Y., "went for drama in its first work for the network since it parted ways with ESPN after 25 years," according to Poggi & Crupi of AD AGE. The ad campaign, dubbed "Don't Look Ahead," will highlight the "intense rivalries and deep passions" of teams and fans, "telling viewers that 'every game is everything.'" The campaign looks to focus on "each week's game, not just the College Football Playoff." There will be "17 different spots, including one spot for every Big Ten school" (ADAGE.com, 8/10). ADWEEK's Patrick Coffee noted actor Michael Kelly, who portrays Doug Stamper on Netflix' "House of Cards," provides the spots' "voiceover talent." It is already known two spots are focused on the early season Texas-USC matchup and Thanksgiving weekend Ohio State-Michigan game. All the ads in the campaign will "run nationally, with some of the school-specific work targeted on a regional and time-sensitive basis." W+K Creative Dir Gary Van Dzura said, "The more you target a specific team, the more they share among themselves, and the more traction it gets in that part of the country.” Coffee noted W+K "pitched these ads as a package, and Fox embraced the idea." While the team spots are "not yet live, the anthem does include snippets, like the Michigan State logo pocked with arrows" and a train representing Purdue (ADWEEK.com, 8/10).

VERY INTERESTING: Comedian Rob Riggle has teamed up with Dos Equis to star in a new CFP ad campaign. Riggle, appearing alongside the actor portraying the "Most Interesting Man in the World," will be searching for the "Most Interesting Fan of College Football" all season long. As part of the effort, one fan will be inducted into the College Football HOF with their own life-size statue (THE DAILY).