The WWE Smackdown brand was a newly acquired property for Fox Sports. It had spent it’s entire history on cable TV and was part of USA networks lineup of weekly sitcoms and dramas. The move to Fox Sports meant we needed to reposition WWE wrestling as more than just scripted story, it needed to be welcomed as a first class sport. The campaign needed to connect with our sports audiences and remind older viewers that the newer Superstars were just as impressive as the World famous characters of the past two decades. Wrestling also needed to be reimagined as a serious sport so showcasing the talent and athleticism was equally important.

The campaign is an ode to the world’s most recognizable wrestling moves, celebrating WWE Smackdown’s 20th anniversary and its move to FOX’s Friday night lineup.

“We Are All Superstars,” highlights the famous signature gestures of the wrestling world. The campaign was built on the insight that the renowned WWE moves have transcended the world of wrestling sport entertainment, and have broken into pop culture: people are performing the moves at their weddings, in hospital delivery rooms, and sitting at home on the couch.

The spots, voiced by legendary wrestling commentator Michael Cole, include nods to John Cena’s “You Can’t See Me,” Becky Lynch’s breakneck hair flips, The People’s Eyebrow, courtesy of The Rock, and more.

We sought to give everyone the opportunity to channel their inner Superstar, harnessing new technology fans could create a custom entrance video of themselves and share with their friends. Fans could now BE their heroes.

The “We’re All Superstars” anthem spot shows everyday people living out larger-than-life wrestling fantasies and embodying their wrestling heroes. The promo is a thrilling celebration made up of quick portraits that capture fans from all different walks of life imitating their favorite WWE Superstars’ signature moves in everyday situations and paying homage to some of the traditions of the WWE. The spot also features a diverse range of star power from entertainment and sports, from Snoop Dogg to The Rock. For Fox’s first ever WWE spot, the anthem ticked all the boxes; showcasing scale, excitement and athleticism of the WWE like never before.

The face swap campaign was a massive success and is continued to be loved by millions of WWE fans around the world to this day. The idea that you can virtually become Stone Cold Steve Austin is a dream in wrestling heaven.