The film opens on two office workers who are talking about their plans for the weekend. It sounds like a typical conversation between two guys who are pretty excited about watching sport – except they’re not talking about sport. They’re talking entirely about watching ads. The lead character announces that he can’t wait for the “wall-to-wall ad action” and even interrupts his conversation to make sure one his work mates is coming over on the weekend to watch the ads with him. The scene ends with our two office workers exchanging a very awkward celebration of the ads as a super proudly declares, “We’re not an ad loving nation. We’re a footy loving nation.” We see a dynamic sports montage as a VO and super announce that there are no ad-breaks during play on Fox Sports. That’s because “We’re a FoxSporting Nation”.

This ad could only appear in cinemas because local free-to-air TV stations wouldn’t allow it. Australia has some of the world’s most stringent anti-siphoning laws. The aim of these laws is to make large sporting events available to the general public for free. Free-to-air channels are given the rights to major events ahead of pay-tv broadcasters. Free-to-air is able to afford these rights by selling ad-space during the event. The result: sport that is spoiled with a glut of ad-breaks.

Fox Sports is the only sports broadcaster in Australia that does not interrupt its live coverage with ad-breaks during the game. This commercial reminds ordinary Australians that the sports they love most should be watched the way it’s meant to be watched - without ad-breaks. And there’s only one broadcaster with a passion and respect for sport to match that of the nation – FOX SPORTS.

A guy walks over to another guy at an office with a file.

Guy 1: Here are the Bradden numbers. Got any plans for the weekend or…?

Guy 2: Nah, not much. Few of the guys are coming over to watch the ads.

Guy 1: Oh yeah, I forgot about the ads this weekend. What time do the ads

kick off?

Guy 2: Ah the ads start at the beginning, and pretty much run right through – it is wall-to-wall ad action! I can’t wait.

Guy 1: Nice. Nice.

Guy 2: One second.

Guy 2 looks over to a mate on the other end of the office and calls out across the open-plan room.

Guy 2: Drewy?

Mate: Yo!

Guy 2: You coming on Saturday to watch the ads, yeah?

The mate gives him a double thumbs-up without even looking over his computer monitor.

Guy 2: Sweet.

Guy 2 slams the file shut definitively and hands it back to Guy 1.

Guy 2: What a weekend without the ads, hey?

Guy 1: Yeah. Ads!

Guy 2: Ads.

A super fades up over the live action

Super: We’re not an ad-loving nation.

We’re a footy-loving nation.

Cut to a quick compilation of energetic and dramatic NRL footage.

VO: Every game with no ad-breaks during play.

Super: No ad breaks during play.

Super: FOX SPORTS LOGO

We’re a FoxSporting Nation.

Super: Foxtel Logo.

Join today.