The Drum Awards for Marketing - Entry Deadline

-d -h -min -sec

Advertising NFL Creative

Thursday Night Football on Fox gets quick-hit dedicated spots for each game


By Kyle O'Brien | Creative Works Editor

September 26, 2018 | 3 min read

The NFL’s Thursday Night Football Presented by Bud Light on Fox debuts September 27, and the network is prepared with a ‘Now It’s a Game’ campaign by Wieden+Kennedy New York. It celebrates a schedule full of marquee NFL matchups with an ‘anthem’ spot and six individual key matchup spots, directed I, Tonya filmmaker Craig Gillespie.

Thursday Night Football

Thursday Night Football on Fox with Terry Bradshaw and Howie Long

The campaign shows everyday fanatics – such as a dentist, a mechanic and a young student – talking up Thursday Night Football on Fox at work and on-the-go. The fast-talking spots show that each fan is well-versed in the game, the teams involved and the matchup.

The cadenced banter is accented by quick hits of the players crashing together, various animal shots representing the team mascots, and plenty of football action.

It also features NFL stars Jared Goff, Ndamukong Suh and Saquon Barkley along with Fox Sports’ broadcaster Joe Buck and Pro Football Hall of Fame colleagues Troy Aikman, Michael Strahan, Terry Bradshaw and Howie Long. An unbridled enthusiasm for the new slate of games is shared by them all, in conversation with peers, passengers and patients – a common theme leading to the realizations that “This is different!” and “Man, these games are good!”

Robert Gottleib, executive vice president and head of marketing at Fox Sports, said: “Football is in Fox Sports’ DNA, and the premiere of Thursday Night Football on our network is a big moment in our brand’s evolution. This is year one of the broadcast on FOX, and we wanted a campaign that was distinctive to our voice, but also true to what we plan to deliver to NFL fans as the network home of this franchise.

“The spots’ fast-paced editing reflects the hard-hitting energy of Thursday Night Football," said Gillespie. "We wanted to do something that felt creatively unique and different, but is also authentic to the voices of people who love the game – fans, players and broadcasters – in their everyday environments."

Thursday Night Football debuts on Fox Thursday, September 27 when the Minnesota Vikings take on the Los Angeles Rams and continues through Week 15 of the NFL regular season. All eleven Thursday Night games airing on Fox are distributed in Spanish on Fox Deportes and streamed across the Fox Sports app and Amazon Prime.

Fox Sports: Now It's a Game by Wieden+Kennedy New York

By Fox Sports

Overall Rating 3/5

Vote now
Advertising NFL Creative

Content created with:

Wieden+Kennedy New York

Founded in 1995, WKNY is a full-service creative agency with standalone media planning & buying, social, and design ops. We do creative work that shifts culture, connects with people and builds businesses.

Find out more

Fox Sports

Find out more

More from Advertising

View all


Industry insights

View all
Add your own content +