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Wieden + Kennedy New York Advertising WWE

Fox Sports celebrates the stars of WWE Smackdown with ‘We’re All Superstars’ fan campaign


By Kyle O'Brien, Creative Works Editor

August 30, 2019 | 3 min read

Fox Sports will debut a campaign this weekend to celebrate WWE Smackdown’s move from USA to Fox. The campaign is an ode to the ways WWE superstars have transcended the world of wrestling sport entertainment and permeated pop culture with their moves, mannerisms and quirks.

WWE Smackdown promo

WWE Smackdown promo

The first spot of the ‘We’re All Superstars’ campaign shows a wide range of everyday and celebrity WWE fans embracing their inner WWE superstar. Including in the campaign is a waiter who throws down a tray of drinks to coax ‘Stone Cold’ Steve Austin into a brawl, a shopper who takes down a mannequin with a wicked drop move, and a construction worker who gives The Rock’s signature eyebrow lift.

The campaign will consist of four total spots, with the three fan-focused videos coming in the next few weeks. Celebrity cameos in the anthem spot include WWE Superstars Austin, John Cena, Kofi Kingston, Becky Lynch, Ric Flair, Charlotte Flair, The Undertaker and The Rock, together with celebrities including Snoop Dogg, Gordon Ramsay and athletes from across the sports world.

The celebration of Smackdown’s 20th anniversary coincides with its move to Fox’s Friday night lineup. In collaboration with Wieden+Kennedy New York, the campaign was built on the insight that deep down, we all wish we could be a superstar, that includes having a walkout song when you get off the elevator at work in the morning.

The spots, voiced by legendary wrestling commentator Michael Cole, are a nod to the drama of the sports entertainment world. A mixture of existing footage and produced shots juxtapose mundane everyday situations with the over-the-top nature of those iconic moves of the WWE stars.

Vote for the spot by clicking on the Creative Works box below.

WWE: DTA Asia by Wieden+Kennedy New York


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