merit
Same Game. New Attitude. We brought a ballsy, new attitude to the game.
Football is its own kind of culture. It's made up of chants, catchphrases, inside jokes, and a touch of insanity that fans love as much as the game itself. The NFL on FOX wanted that kind of fandom for a team that never even steps on the field: their TV broadcasters.
Our campaign took FOX’s A-team of broadcasters out of the booth and made them stars of their own. In three promos, we spotlighted the natural chemistry of Kevin Burkhardt, Erin Andrews, Tom Rinaldi, and Greg Olsen, bringing NFL fans into their circle of friendship off-camera: We gave them nicknames fans loved— especially L’il Baby Kay Kay—and catchphrases, which took on lives of their own. And we even paid homage to NFL legend and fan favorite, Terry Bradshaw.
FOX Sports wanted to differentiate its broadcast team in a crowded NFL media landscape. The challenge was making the broadcasters—who never step on the field—as beloved as the players, tapping into football’s unique culture of catchphrases, inside jokes, and fan engagement.
Luckily, we were given a special gift — while traditional announcers stick to broad commentary that appeals to any level of fan, FOX’s team was more than TV personalities or game analysts. They are fellow fans, with their own rituals, quirks, and natural dynamics that lend a unique charm, humor, and deep, authentic love of football to their commentary and interactions.
So what better way to catapult FOX into the epicenter of NFL fan culture than to lean into the fact that our experience was fundamentally different: the FOX Sports experience is created by the fans for the fans. This is not just another official broadcast this is fans talking to fans in a way that only fans can.
We brought FOX Sports broadcasters into the heart of football culture. By giving Erin Andrews, Greg Olsen, Kevin Burkhardt, and Tom Rinaldi bold nicknames, humorous catchphrases, and moments that highlighted their chemistry, we made them as beloved as the game itself. The campaign used humor, inside jokes, and tributes to legends like Terry Bradshaw to make the broadcast team relatable and beloved by fans.
TV ratings soared with 27.7 million viewers, a season-high, up 18% from last year. The viral “L’il Baby Kay Kay” nickname and the “Full Bradshaw” spot led to 3.5M organic TikTok views, igniting social buzz. And the real proof? Fans started integrating our content into their organic enjoyment of the game, featuring our nicknames and catchphrases in their social posts and on posters at the games.
Overall, the campaign fostered a deeper emotional connection with the broadcasters, solidifying their place in football culture and making them a fan-favorite team.
In the U.S., football is not just a sport—it’s a cultural phenomenon filled with chants, catchphrases, and beloved traditions. NFL broadcasters hold a unique role in shaping the viewing experience, with some becoming as iconic as the players. This campaign leveraged that deep-rooted culture to elevate the FOX broadcast team—who call the game on TV—by making them a central part of the fan experience. For additional context, Terry Bradshaw is a legendary NFL player-turned-broadcaster, well-known for his larger-than-life personality. The campaign used humor and fan-friendly references to bring the broadcast team closer to fans.
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