Anyone calling themselves an 'Aussie' is a keen sports follower. The FOX FOOTY campaign uses extreme but not uncommon behaviour of fans to connect with the viewer before challenging their 'Aussie-ness' with the line 'Take your sport seriously?'. The AFL 'Defender' TVC exaggerates the extremes to which some people are affected by following a particular sport; in this case our guy’s actions mimic those of his sporting AFL heros.The use of dramatic sports footage reflects our man’s behaviour and whilst providing a humorous explanation to what he is doing, also relays a strong call to action for new subscribers to call and purchase FOX FOOTY.

FOX FOOTY has received a record number of new subscription enquiries since the regional component of the campaign launched in mid-February 2003*.The 'Defender' TVC has not only generated exciting sales enquiries, but has also been anecdotally endorsed by some of the games players in that they love the way their 'on field antics' have been interpreted in this comical 'every day' way.* Absolute inbound sales figures are currently not available for publishing as they are considered confidential.