Anomaly Amsterdam Aims to Capture Emotion of Live Soccer for Fox Sports

By Erik Oster 

Anomaly Amsterdam has a new campaign for Fox Sports which aims to capture the excitement of watching live soccer.

The 60-second spot doesn’t include a second of actual in-game footage, choosing instead to focus on the reactions of fans — from anguished to exultant — watching the game. Their facial expressions and body language give the viewer an idea of the on-field drama as an opera plays in the background. The approach leaves an impression of just how impassioned fans young and old get about the game, and it’s a welcome departure from the myriad ads that simply assemble in-game footage of popular stars.

“Anomaly did an outstanding job at capturing the tension, excitement, joy and pain that fans experience while watching a live soccer match,” said Fox Sports Marketing Director Jan Bonjer. “Their world class brand and soccer experience has helped us create an authentic and insightful campaign made by fans, for fans.”

The campaign also includes 30-second versions of the spot, as well as print, digital and radio executions. Stick around for credits after the jump.


Partner, Global Executive Creative Director: Richard Mulder

Partner, President: Hazelle Klønhammer

Partner, Head of Planning: Amanda Fève

Creative Director: Zack McDonald

Creative: Daan van Dam

Head of Production: Ezra Xenos

Studio Artist: Andy McAlpine

Business Director: Tracey McIntosh

Account Director: Karen Whitehouse

Account Manager: Shaber Hossain


Production Company: Habbekrats Amsterdam

Director: Victor D. Ponten

Executive Producers: Julius Ponten & Philip Harthoorn

Line Producer: Frank Coenen

DOP: Gábor Deák, Lennart Verstegen

Editor: Govert Janse

Music: Sizzer Amsterdam

Post Production: Captcha!

Colourist: Barry Clarke