Out Of The Primordial Ooze: Soccer

WongDoody Lures Diehard Fans to an Expanded Fox Sports World
LOS ANGELES–With soccer mania at fever pitch, Fox Sports World is hoping to lure World Cup viewers to its own soccer programming later this summer.
WongDoody, Santa Monica, Calif., is pushing Fox’s latest sports cable channel with a campaign targeting the top 20 U.S. markets. The TV and print campaign runs throughout the month-long tournament, with spots airing on ABC affiliates, ESPN and ESPN2. Ad spending is undisclosed.
To stand out from other advertisers, Fox chose to celebrate fans’ emotional attachment to the game without focusing on individual players or highlight footage, said Peter Liguori, senior vice president of marketing and promotions for Fox/Liberty Networks.
“We wanted to capture the intense emotions soccer fans have for ‘the beautiful game,'” said Michael Boychuk, WongDoody senior art director.
One TV spot, for example, shows sperm racing toward an egg. When one manages to penetrate, a soccer ball quickly forms. The question is posed on screen: “Were you born a fan?” followed by a shot of a fetus kicking a soccer ball.
A second spot continues the soccer-as-life theme, showing tiny soccer balls flowing through a fan’s heart, which is itself a beating soccer ball.
Fox Sports World is expanding the scope of its live, exclusive coverage of overseas leagues when they resume play later this summer. Starting Aug. 15, it adds the popular English Premier League to a lineup that already includes the Italian, Argentine and German leagues. The network will also air soccer news and features.
“We’re covering the best leagues, the best players, and bringing people the most soccer they’ve ever been able to watch,” said Liguori. The unabashed tagline: “The best soccer network on Earth.”
In addition to Boychuck, who handled art direction, the creative team included creative director and principal Tracy Wong, copywriter and principal Ben Wiener and producer Joyce Schmidtbauer.
The network, devoted to international sports, started up last November. It currently has about 1.5 million subscribers, according to Liguori.