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D&S Throws Out the Script for Fox Sports Net

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BOSTON Duffy & Shanley said it has launched a new campaign for Fox Sports Net touting the talk show New England Sports Tonight.

"What started the strategy was the whole [idea of] sports as the ultimate reality show," said Maria Scurry, vice president at the independent Providence, R.I.-based agency. "People get attached to sports anchors and they get into the commentary."

The campaign was designed to look "homemade," resembling the obligatory confessional room found on most reality shows. The spots show what happens after the "On Air" light goes out. The campaign features unscripted commentary and inside jokes from the media, including the Boston Herald's Michael Felgar and WEEI's Pete Shepard about anchors Gary Tanguay and Greg Dickerson.

Over a dozen 15- to 60-second spots are included in the effort. The campaign will run through the end of the year exclusively on Fox Sports Net.

The client spent $2 million on ads last year, per Nielsen Monitor-Plus.

"We just gave these guys a venue to say what's on their minds with no limitations," said Josh Wood, creative director at the shop, in a statement. "What we found was that for better or for worse we got an eye into some of the stuff that's really going on between takes and shows."

Production credits include Wood and Michael Silvia as creative directors.

Duffy & Shanley's client list also includes Boston University and Nike Golf.