The spot, toting an amped-up version of the 1929 song “Happy Days Are Here Again,” features UFC and women’s soccer prominently, among the more traditional major league sports like MLB and NFL. FOX Sports head of marketing Robert Gottlieb was charged with creating a network-defining spot, which was produced by HSI Productions and directed by Grammy Award-winner Joseph Kahn, known for his work with performers like Lady Gaga and Eminem.
“Using any measure, this is the most ambitious commercial project we have taken on,” Gottlieb said in a release. “This spot sets the tone for everything.” It’s about “celebrating what only sports provides. The fun of anticipation … the fun of competition … the fun of celebration.”
Other star members of production team included Jeff Cronenweth (The Social Network, The Girl with the Dragon Tattoo), sports choreographer Mike Fisher, editor Adam Petrofsky (Rock Paper Scissors) and Patrick Murphy, of A52 and Elias Arts. FOX Sports also released a behind-the-scenes look at the promo’s production last week.
The spot opens with a high-speed NASCAR race, filmed with the Ultimate Arm camera, a drone helicopter and a Blackmagic cinema camera, and also features US soccer star Alex Morgan’s game-winning goal in the 123rd minute against Canada during the 2012 London Olympics.
Meanwhile, FOX Sports also announced the on-air team joining host Regis Philbin on its sports discussion and analysis show “Crowd Goes Wild,” premiering on FS1 August 19. They include Wall Street Journal sports columnist Jason Gay, pro tennis player and comedian Michael Kosta, Super Bowl Champ and defensive end Trevor Pryce, Sky Sports host Georgie Thompson and Guyism.com star Katie Nolan as the show’s social media correspondent.