Thursday Night Football Is the Only Thing That Matters in High-Octane Campaign Helmed by ‘I, Tonya’ Director

Wieden + Kennedy and Fox Sports cater to the hardcore fans

Why focus on anything but football? Fox Sports

Just over one year ago, Wieden + Kennedy painted college football fandom as a war of rival tribes in its debut campaign for Fox Sports. The exhaustive work ultimately encompassed 17 spots, including an anthem, two ads dedicated to specific games and 14 deep dives into the cultures of particular schools.

@PatrickCoffee patrick.coffee@adweek.com Patrick Coffee is a senior editor for Adweek.