Dave Abel
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Thursday Night Football

Kicking off Fox’s Campaign for Thursday Night Football

Fox Sports

Thursday Night Football

Creative Director


Campaign Kickoff

In early 2018, Fox acquired the broadcast rights to Thursday Night Football. Once the ugly stepchild of the NFLs weekly offerings, the 2018 TNF matchups featured a completely revamped – and significantly more competitive – schedule.

Fox wanted a dramatic and powerful teaser to help kickoff their marketing campaign, and they wanted to use the positive, enthusiastic critical response to their Thursday Night acquisition as the narrative thread for the tease. Airing inside the 2018 World Cup finale, the spot delivered a visceral-yet-simple message that TNF was bigger, badder, and better than before.


The spot is a testament to the great team over at Fox, and I appreciate all their support and the late nights it took to bring the edit together so quickly.