Taxi’s first work out of its New York office positions the two-year-old College Sports Network as the place to view collegiate sports. Four spots, directed by @radical.media’s Peter Darley Miller, show humorous vignettes about sports: a woman says she’s going to celebrate a victory by studying for a calculus test in one, and a man tries to turn his son into a pro baseball player in another. “[College sports] affects different people in different ways, but it all revolves around the love of the game versus the almighty dollar,” says CSN CEO Brian Bedol. The network chose Taxi for its first TV campaign, which broke this weekend, because “they just not only do wonderful creative work but are strategically so smart and so strong,” Bedol says, adding that the company also worked well with the limited media budget, estimated at $5 million to $7 million. Taxi, based in Toronto, opened in New York in November.
