Fox Sports is promoting Tom Brady’s transition from NFL legend to lead analyst with a new two-part campaign, created by the independent agency Someplace. Brady, who signed a 10-year contract worth $375 million with Fox in 2022, makes his much-anticipated debut this Sunday.
Fox’s marketing team, led by Robert Gottlieb, wanted to make a bold statement with this campaign. The first ad, titled “Back to Work,” features Brady in a reflective moment at a desk with his former selves—versions of Brady in his uniforms from Michigan, the Patriots, and the Buccaneers—pushing him to keep going.
These “figments” of Brady’s past serve as Easter eggs, each representing a different stage in his career. Michigan Brady is energetic, Patriots Brady is riding his wave of success, and Buccaneers Brady is the seasoned veteran. There’s even a “Kid Brady” reminding him of his pure love for the game, a nod to his childhood hero Joe Montana. Watch below:
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Rather than going for easy comedic tropes, Someplace’s Chief Creative Officer Ryan O’Rourke, who previously worked with Nike at Wieden+Kennedy, crafted a more emotional and introspective narrative. The campaign bypasses the “fish out of water” jokes about Brady’s new role in broadcasting, opting instead for a weighty reflection on his storied career as he begins this new chapter.
The second ad in the series, “You Ready?” is set to air later in the season.
To watch what other brands have done for the kick-off of the 2024 season, click here.
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