Boosting Fox’s Brand: A New Effort From WongDoody Attempts to Reinforce Network’s Image With New Theme

LOS ANGELES-Fox Broadcasting Co. kicks off its fall season and 10th anniversary with a humorous image campaign built around a new theme, “Just one Fox,” designed to unify the network’s brand.
The on-air effort breaks Sept. 1 with three 30-second TV commercials from Seattle creative shop WongDoody, which has fashioned ads for Fox Sports in the past. Additional on-air ads from Tool of North America in Santa Monica, Calif., are in production.
“We’ve done some interior decorating on the Fox network,” said George Greenberg, executive vice president of marketing for Fox. “We’re reinforcing our image, not changing it.”
While Fox embarks on unifying its diverse programming under one brand, NBC has been successfully promoting appointment television with “Must See TV.” CBS has taken a more mainstream approach with “Welcome Home.” Most recently, ABC launched an offbeat image campaign, which playfully pokes fun at complaints that people watch too much television. Its tagline: “TV. What would you watch without it.”
The WongDoody ads are concept-driven spots promoting popular Fox TV series. Rather than focusing on the stars in the spots, Fox uses ideas relating to the shows to convey its message.
For example, one commercial promoting Melrose Place features what appears to be a pool cleaner at the notorious apartment building that serves as the setting for the show. He retrieves a champagne bottle, a handgun, some lingerie and other unlikely items out of the water.
Another spot shows a postal worker decrying Fox as irresponsible for not using the four-digit ZIP code extension after Beverly Hills 90210.
“The message we want to convey is that there is something different going on here; something cool, hip and irreverent,” said Greenberg. “We’re zagging, while the other networks are zigging.”
WongDoody account supervisor Ben Wiener added that the effort is different than traditional network image ads. “It’s not just some footage, the date and flashing the time. [Fox is] building an identity,” he said.