Foxtel pumps up US sports choice with new campaign

Foxtel has launched a new campaign as the major North American sports, including the NFL, NBA and college ball sports, kick into action and Major League Baseball heads to the World Series.


The campaign, by TBWA, comes as the subscription TV broadcaster is in the midst of a review of its ad agencies, with TBWA and BBDO in the running for the business.

Promoting ESPN’s suite of US sports, the campaign provides a glimpse into the life of a worker at a container yard as he checks his diary to see a meeting blocked out with the word: LeBron.

The shot then cuts to an iPad on the man’s desk showing NBA superstar LeBron James playing a game.

The sports fan then wisely closes the blinds on his office so no one can see.

Foxtel US Sports TBWA Sydney from TBWA Sydney on Vimeo.

Rob Farmer, Foxtel’s director of brand marketing, said the campaign was aimed at showing off both the range of US sports that were available on the platform seven days a week, and the fact they can be watched on multiple devices.

“U.S. sports are surging in Australia and this campaign is really about celebrating the guts, glitz and glamour of American sports culture,” Farmer said.

“We’ve teamed up with our channel partner, ESPN, to showcase how U.S. sports are being consumed in Australia – live on any device, anywhere.”

Gary McCreadie, executive creative director at TBWA Sydney, said the agency had focused on a habit many sports fans shared.

“One of the rituals of being a U.S. sports fan in Australia is tuning in for games at odd times of the day,” McCreadie said.

“There’s nothing like watching all that hyped-up American action when, let’s face it, you probably should be doing something else.”

The campaign will run on TV and will be supported by radio, print, social and digital.


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