Fox Sports is compared to new sauna rocks in a quirky new campaign aimed at pushing its NRL and AFL coverage ahead of the winter sports season.
The new campaign, created by Cummins & Partners, uses the line ‘We’re a FoxSporting Nation’ to show how much Australians love sport compared to Swedes who love Saunas and Russians and babushkas.
The first ad released shows a pair of Swedes talking about new the qualities of the new sauna rocks they have bought, costing ‘$50 Australian dollars’, with the voiceover concluding “Australia, this is how we’d rather spend $50 every month, we’re a Fox Sporting nation” with a montage of its various sports offerings.
Sport is seen as a key pillar to get people to sign up for Foxtel, and this season Fox Sports will for the first time show every match from the NRL and AFL live. However it will not have the English Premier League rights after this season after Optus scooped them up.
The campaign also includes a brand ad talking about some of the iconic moments of Australian sports which concludes Australia’s history is not written in books, but “etched into trophies”.
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The campaign will span TV and radio commercials, and will be followed by a content series reminding people about Fox’s ad break free coverage,
Brian Walsh, Foxtel’s executive director of television, said: “Today we kicked off our incredible 2016 sport coverage with a campaign that celebrates one of the most quintessential things unifying all Australians: our unrivalled passion for sport.
“‘We’re a FoxSporting Nation’ recognises Australia’s legacy as a sport loving country and reminds fans that regardless of your sport, your team or whether you’re a die-hard fan or a weekend watcher, Foxtel is the place to see, for the first time ever, every game, every team, every week, live and ad-break free.”
Patrick Delany, Fox Sports CEO, said: “No matter what your Aussie sport, no matter what team you follow – NRL, V8’s, AFL or Super Rugby – for the first time ever, your team will be live every week, in HD and with no ads during play.
“This year we’re going to be right there with the fans for every try, goal, kick and overtake, making sure Australians don’t miss a moment of drama from the most exciting season of sport on the planet.”
Sports which will be shown on the Fox Sports channels this year include NRL, AFL, Super Rugby, A-League and NBL, as well as every race, practice and qualifying session of Formula 1 and V8 Supercars.