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A national ad campaign hyping the upcoming hockey season on Fox Sports relies on the network’s trademark in-your-face humor to suggest that it’s the fans who get tougher with each passing game.
The four-spot, National Hockey League-themed ef fort, by TBWA\Chiat\Day in San Francisco, is set to break this week and will run on Fox and its cable networks. It is the first Fox Sports work from executive creative director Chuck McBride since the fall 2001 campaign tagged, “Beware of things made in October.”
Those ads, which showed appliances malfunctioning because assembly-line workers were distracted by watching baseball, won a Gold Lion in Cannes earlier this year.
One new spot, tailored for Detroit, opens with the text, “Red Wings Game 1,” then cuts to a man who doesn’t flinch when his body hair is re moved with a wax strip.
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