we are fox 5
super bowl spot

FOX 5 was broadcasting the Super Bowl and they had allotted one precious spot to insert a promo about the station. This was a big deal, they could make a lot of money with that airtime—we needed to make something memorable. We decided to turn a promo on it’s head and actually mention the other stations, poking fun at FOX 5 and promoting FOX 5 at the same time. It was worth it, we produced a Super Bowl-worthy grandiose promo that got the station a lot of attention. It won an Emmy, received a lot of press, and informed a lot of people about FOX 5.

p.s. we also happened to film on the coldest day of the year. We recommend not doing that.

notables

quick analysis

I’ve got this pet peeve with some national Super Bowl commercials—they get so big and so grand that they lose their tether to simple truths and realities. Having said that, what’s fun about a Super Bowl spot is that you get to get a little grandiose. We went moderately grandiose for this one, but based in a super simple concept—the humor of actually mentioning competitors in your commercial—and the messaging of saying your station’s name over and over. We established a very simple game and simply repeated it and heightened it.