Fox's Foul Play

May 2003
Adweek Eastern Edition;5/19/2003, Vol. 44 Issue 20, p30
This article focuses on comic advertising launched by the cable television network Fox Sports Net's advertising agency Cliff Freeman and Partners. It has created some brilliantly dark comic advertising. The agency is the master of the unexpected, satirical mean funny form. A television commercial shows a champion skier with broken legs. He's learning to walk again with his physical therapist till the therapist gets the game alert and leaves the poor guy hanging in agony on his braced limbs, holding on to handrails as his legs crumble. Cliff Freeman actually won the Grand Prix at Cannes two years ago for a Fox Sports Net campaign that showed ridiculous made-up sports from foreign countries, like face-slapping in Russia and cliff-diving in Turkey. And a few years back, the agency used a strategy similar to these new baseball spots in a series of Foxsports.com ads about men zoning out on any grown-up responsibility while obsessively scanning the Web site (one guy lets his grandfather fall off his walker).


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