College football officially kicks off this weekend, and to get the fans pumped up Wieden+Kennedy has put together 14 new spots for Fox Sports' upcoming Big 10 conference coverage.
The 14 spots (yes, there are 14 teams in the Big 10, but numbers only matter in the score at the end of the game) being released at once for Fox Sports is part of the ‘Every Game is Everything’ campaign. Each individual spot depicts specific insights from the 14 schools within the Big 10 conference.
Earlier this month, Fox Sports and Wieden+Kennedy New York debuted an anthem spot for college football on Fox (see above), highlighting the addition of the Big Ten to the lineup along with the Pac 12 and Big 12 this fall called "Don't Look Ahead." The overall idea of the campaign is that college football is the only sport where the regular season is better than the postseason. Where roots are stronger, traditions and rivalries deeper. Plus, there’s that unique, always-looming reminder that one loss can ruin a season.
The 14 school spots that represent each team in The Big 10 play on the traditions of each school, like the blinding 'white out' at Penn State and the humiliating pink visitors’ locker room at Iowa. Other, lesser-known insights highlight Maryland's eye-confusing flag or the disarming friendliness of Minnesota fans, yet each spot uncovers a unique truth about each school that makes them a formidable force in college football.
Other insider information in the ads include an end shot of red balloons releasing above the cornfield in an homage to the tradition of Nebraska fans releasing red balloons after the first touchdown Nebraska scores during home games; that the Buckeye sticker on Ohio State helmets symbolize the blood, sweat and tears that go into the season; and that ‘Molon Labe’ has become a rallying cry for Michigan State, rooting back to the ancient Spartans, meaning “Come and Get Them.”
See all the spots by clicking the creative works box below.