• by Fern Siegel , 5 hours ago

The World Cup kicks off June 11 — and Fox One is ready. Its goal is to be the go-to soccer platform. “The FIFA World Cup Comes First” campaign posits the network as the all-purpose tournament experience.

Anomaly developed the creative work, which runs across CTV, OLV, paid social and out-of-home in New York and Los Angeles.

The fan-first advertising reflects the same message: Everything is irrelevant during game play. Four spots, including “Birthday,”“Lifeguard” and “Break,” illustrate the extremes sports lovers will go. The lifeguard ignores a drowing swimmer, a kid's birthday party is overrun with snakes and an office empties — everyone is too distracted by the World Cup.

All spots are scored to Frankie Valli’s “Can’t Take My Eyes Off You.” The tagline is “The FIFA World Cup Comes First,” then highlights the many features Fox One offers, including 104 matches live in 4K for $19.99/month.

“The way we feel about sports, and especially the World Cup is truly insane. Obsession. Fanaticism. Bordering on addiction...it's the best! And every four years we have to pretend that we don't feel this way and go about doing the rest of life. But deep down inside we all do," said Josh Fell, CCO at Anomaly LA.

“So we thought, why not just own that? In a category full of platforms talking about access and content libraries, why not reflect who Fox One truly is — the one service that actually understands soccer fans. We're all deeply broken. Let's celebrate!”