Campaign Peeks into the Lives of Fox NFL's Broadcasters When the Cameras Aren’t Rolling

FOX Sports is launching a promo campaign for its NFL coverage created by Special U.S., featuring a trilogy of comedic spots breaking through November featuring FOX NFL’s star broadcasters–Erin Andrews, Kevin Burkhardt, Greg Olsen and Tom Rinaldi.

The campaign will include a humorous look at what happens when they’re not on camera Sunday calling Fox’s 'America’s Game of the Week', the #1 program on television for 14 straight seasons.

The work recognises 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 as media partners seek to elevate their teams along with audience preference and favourability of their programming. Each of the spots play up the natural warmth and camaraderie of their on-air personalities.

The 'America’s Game of the Week' broadcast team is introduced in 'Catchphrase' brainstorming funny catch phrases to use during their NFL coverage for the football term 'sack' from Sack-a-Roni and Cheese to Sackity-Sack-don’t-Sack-back.

The campaign continues with 'Team Jackets where we see Olsen, Fox’s lead NFL analyst, distribute embroidered bomber jackets to the squad—his co-analyst, Burkhardt, objects to his ridiculous “L’il Baby Kay Kay” nickname.

The third spot plays up the Olsen/Burkhardt chemistry again in a hair-raising humorous spot to be unveiled in November. 

“The campaign was a dream to work on because we already had our starring cast in place,” said Dave Horton, ECD, Special U.S.  “Greg Olsen and Kevin Burkhardt make a perfect comic team, Erin Andrews plays it smart and Tom Rinaldi is like a long-time friend to sports fans. Everything, from concepts to dialogue and the shoots themselves, felt natural, effortless and a joy to produce.”

“To celebrate our 30th anniversary season of the NFL on FOX, we created a promo campaign that spotlights our standout broadcast team and their unique camaraderie,” said Robert Gottlieb, president, marketing, Fox Sports. “They definitely brought the fun in these comedic spots, and it was great working with our creative partners at Special US and O Positive.”