Fox Sports launches new ads about no ad-breaks via Cummins&Partners, Sydney

Fox Sports has released its latest instalment in the new “We’re a FoxSporting Nation” campaign. And there is a healthy dose of irony in it. The ads, which are part of a larger brand platform developed by Cummins&Partners Sydney, focus on Fox Sports’ ad-break free sports coverage.

Says Tom Martin, co-ECD at Cummins&Partners Sydney: “Punters don’t want ad-breaks during the game. They just want the game. Fox Sports is the only broadcaster that brings your team, every round, live in HD, with no ad-breaks during play.”

“All Australians enjoy their sport,” adds Julian Schreiber, co-ECD at Cummins&Partners Sydney. “But you’d be hard-pressed to find anyone in this country who would voluntarily choose to have their sport interrupted. The new ads deliver the message with the same wry Aussie wit that has imbued the entire campaign. Needless to say, the ads will not be on air during any games on Fox Sports.”

This work forms part of the new Fox Sports campaign that launched earlier this month with a commercial titled “Sauna Rocks”. “Babushka Dolls” has also been released along with this latest burst of work, while the campaign continues across radio, print, digital and social media.

Cummins&Partners, Sydney was founded last year and counts Fox Sports, Vodafone, Pernod Ricard and National Home Doctor Service as some of its clients.