Fox Sports launches new ‘I am’ promo, the story of the balls that create sport

Fox Sports Australia has unveiled a new promo as part of its ‘I am’ campaign, this time making the balls of sporting games the stars.

I am the ball - Fox Sports campaign

The promo is part of an ongoing campaign for existing Foxtel and Fox Sports subscribers, focusing on the stars of different sports including surfing, car racing and football.

Originally launched in 2015, the campaign has featured almost 40 executions and aims to align Fox Sports with some of the best played games in Australia.

The latest ad by Fox Sports Creative features a netball, football, basketball, cricket ball, soccer ball, tennis ball and golf ball as they are carried, thrown and kicked across different sports fields.

‘I am the ball’ includes a voiceover by a young boy describing what the ball wants and what the ball can do, finishing with the tagline “We’re a Fox Sporting Nation”.

Guy Sawrey-Cookson, group creative director at Fox Sports said the “multi-award winning” campaign allows Fox Sports and Fox Footy to link themselves with the “biggest stars in the campaign.”

“This summer we thought we’d celebrate the biggest star of all, the ball itself, reminding fans that no one loves sport more than Australians and no one in Australia has more sport than Fox Sports,” Sawrey-Cookson added.

The ‘We’re a Fox Sporting Nation’ tagline began in February last year with a campaign by Cummins&Partners.

Late last year, Foxtel and Fox Sports announced it would unite under a single agency, with TBWA winning a head-to-head pitch for the combined accounts.

The ad’s soundtrack was developed by Baxter Sound who were also responsible for other soundtracks for Fox Sports.

The campaign has rolled out across the Fox Sports network as well as other Foxtel channels however, is not a part of the Fox Sports marketing campaign.


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