Fans Put the Drama into Football for FOX Sports

If you’re a football fan, it’s pretty safe to say that when the match is on you feel strapped into an emotional rollercoaster that can travel from the top of the world to the pits of despair and back again – sometimes within the space of a minute. Right?

A fully integrated campaign from Anomaly Amsterdam for FOX Sports called Voetbal Kijk Je Live launches today (28 July) and will run throughout the football season. It plays on the simple truth that watching football always turns into a grand drama.

The fan-focussed campaign consists of one 60 second TV commercial (above), five 30 second TV commercials, print, digital and radio. All of which promote FOX Sports’ offer of live matches from the Eredivisie, Jupiler League, Barclays Premier League, Serie A and more.

Richard Mulder, partner and global executive creative director at Anomaly Amsterdam, says: “Rather than hire actors to recreate these emotions, we cast real fans and filmed them in their homes watching their teams play live. This gave us footage that would be impossible to fake. Director, Victor D. Ponten, brought a cinematic touch to this documentary approach, giving the campaign a tone that is at once epic and intimate.”

A number of Dutch local legends appear throughout the work, including John van Zweden, a true Ado Den Haag supporter and part-owner of Premier League club Swansea City, and Dries Jans, former PEC Zwolle player and father to current PEC coach, Ron Jans.

FOX Sports’ marketing director, Jan Bonjer, adds: “Anomaly did an outstanding job at capturing the tension, excitement, joy and pain that fans experience while watching a live football match. Their world class brand and football experience has helped us create an authentic and insightful campaign made by fans, for fans.”