What are you looking at?
Three new 30-second spots from Toronto-based Fight Network feature an agitated man going around town picking fights with the likes of construction workers, a parking lot attendant and a hot dog vendor.
He dishes out memorable taunts like: ‘Where did you get this hot dog cart? At crappy…uh…land?’
‘There aren’t a lot of clients who would be willing to represent their brand with a guy going around harassing people,’ says Mike Cook, AD at Cossette Toronto.
Adds Stephen Stahl, copywriter at Cossette: ‘They think it’s bang-on for their target…[which] has a penchant for this kind of humour.’ The tag is: ‘Looking for a fight? The Fight Network: All fights, all the time.’
It’s a straight awareness campaign for the network, which offers boxing matches, martial arts shows fight movies and the like across TV, mobile, radio, online and pay-per-view platforms.
The network is available across North America.
The spots are currently running across Canada on the Fight Network, Spike and CNN.
Print, radio and guerrilla efforts are expected to roll out in late summer/early fall.
client: Brian Sobie, SVP programming and production, The Fight Network
agency: Cossette Communication-Marketing, Toronto
CDs: Darren Clarke, Daniel Vendramin
copywriters: Stephen Stahl, Mike Cook
ADs: Mike Cook, Stephen Stahl
prodco: Code Film
director: Alex Ogus
DOP: Paul Tolton
executive producer: Thomas Rickert
line producer: Glen Wong
edit house: Soda Post
editors: Jason Stinson, Gerrit Van Dyke, James Reid
audio: Tattoo Music
