With stiff competition between companies holding NFL broadcast licenses, FOX Sports wanted to make their NFL broadcasting team the most beloved in the game–Kevin Burkhardt, Greg Olsen, Erin Andrews, and Tom Rinaldi. We set out to uncover an off-air friendship between the four that was the secret sauce to their on-air chemistry. We created three promos that showed off this friendship, highlighting the fun they have together when traveling on the road between NFL Sundays.

The promos made America fall in love with the FOX broadcasters, and every game they broadcast too. For 17 weeks of football, without any paid media, they not only got eyes on the games, but dominated social media sports chatter anytime they aired on FOX. The ratings story goes to prove it - with key games topping previous seasons and competitor rankings (yes, even the games without Taylor Swift in attendance).

By showing the human side of FOX SPORTS’ famous on-air football reporters we stood out in a category full of high octane game highlights and tough-guy bravado. Featuring BTS moments with a heavy dose of ribbing and self deprecation resulted in a funny, likable and ownable tone.

All four performers are on-air personalities without any acting experience. Even though all three promos were shot in just one day, great care was given to uncover understated performance that would never come off as trying too hard. The director improvised a ton with the cast.

The three locations were in all one building avoiding timely company moves. Vintage Cooke Anamorphic lenses on two Alexa 35s provided a sophisticated filmic look that stood out in the on air promo category.

“Catch Phrase” - augmented natural light on location. Entire spot was shot in 45 minutes - multiple takes and alts never made cut.

For 17 weeks of football, without any paid media, the campaign got eyes on the games and dominated social media sports chatter anytime promos aired on FOX with fans and players correcting on-air mentions of Kevin from ‘KB’ to ‘Lil Baby Kay Kay’ - even spilling into the World Series (baseball!) in the form of fan-made signs. The work was covered by key media outlets including Adweek and Sports Business Journal.

The humorous promos recognize that for NFL fans, the viewing experience is more than what’s happening on the field. The chemistry in the broadcast booth and sidelines matters a lot, especially when it comes to elevating broadcasting teams along with audience preference and favorability of their programming.

The ratings story shows key games topping previous seasons and competitor rankings (yes, even the games without Taylor Swift in attendance).

The campaign was part of the FOX Sports 30 anniversary celebration.