As a fervent admirer of Chris Fowler, I can’t help but be utterly captivated by his extraordinary journey and the unique blend of sports commentary and advertising he’s masterfully navigating. The man who once started on a small cable network, Scholastic Sports America, is now an integral part of a groundbreaking ad campaign for Heineken’s Dos Equis that seamlessly integrates beer commercials into live college football games. It’s a testament to his enduring passion for sports and the indomitable spirit he embodies.
During a commercial break while Chris Fowler is commentating on a live college football game airing on ABC or ESPN, he might unexpectedly find himself as the one being shown on screen, despite the fact that only advertisements are being broadcast at that moment.
The reason for this is that Fowler, recognized by sports enthusiasts due to his years of announcing ABC’s Saturday-night college football games and hosting ESPN’s “College GameDay,” is now an essential element in a fresh advertising campaign from Heineken’s Dos Equis. This campaign aims to establish the beer as a significant aspect of the game atmosphere. The campaign includes commercials where Fowler appears as a coach, and Dos Equis has also been organizing a contest where winners could be selected when teams attempt a two-point conversion, which is referred to as “going for dos.
Over the course of this season’s standout matches, I’ve noticed it quite frequently,” I’d say, sharing my thoughts during a chat.
Television networks have been exploring ways to blur the distinction between program segments and advertisements for quite some time, as evidenced by the integration of products like Subway sandwiches into shows such as NBC’s “Chuck” or CBS’ “Hawaii Five-0”. However, the recent Dos Equis campaign showcases some innovative strategies that broadcasting companies are trying to seamlessly combine content and promotions in a manner that prevents viewers from switching channels.
Jonnie Cahill, chief marketing officer at Heineken USA, explains that they aim to make college football fans feel like Dos Equis is an essential part of the game itself, not just during commercial breaks but also on the field. For instance, during a recent Georgia Bulldogs vs. Alabama Crimson Tide match, Dos Equis was visible not only during commercials but also through on-screen graphics when teams attempted two-point conversions. Cahill expresses that they are thrilled about how Dos Equis is being integrated into the entire fan experience and connecting it back to the brand.
For years, TV networks have attempted similar strategies, yet past attempts often took the form of unique, one-time events that were difficult to replicate or air repeatedly. An example from 2010 is when ABC aired ads for Stouffer’s, showcasing cast members from shows like “Ugly Betty” and “The Middle” enjoying Nestle’s frozen meals. More recently, Wells Fargo has launched a campaign starring Steve Martin and the cast of “Martin,” with commercials frequently appearing during the new season of Hulu’s “Only Murders in the Building.” However, these ads seem most effective when they are displayed alongside shows that feature the characters portrayed by the celebrities.
The advertisement starring Fowler can be broadcast on numerous college football matches as well as regular sports shows on ESPN and ABC, while maintaining a connection to the viewer’s context. According to Cahill, “We think these ads will strike a chord with college football enthusiasts no matter where they are shown.
Instead of merely offering well-known contacts for advertisements, Fowler prefers not to participate in commercials unless he genuinely connects with the product being promoted. For him, enjoyment comes from a brand that aligns with his values, represents something he admires, and provides a pleasant shooting experience. All these factors are crucial, he explains.
Disney goes to great lengths to ensure their talent feel passionate about participating in particular advertising campaigns, asserts Christina Carey Dunleavy, a vice president at Disney CreativeWorks – an internal agency responsible for creating the latest Dos Equis commercial. Essentially, the company aims to guarantee that the talent endorsing its products genuinely support what they are promoting.
The campaign’s emphasis on “going for it,” spoke to Fowler. “The message lines up with what I believe in life — making bold choices, listening to that inner voice, listening to your gut and going for more,” he sas. When Fowler first joined ESPN in 1986, he did so for a college-sports highlights program called “Scholastic Sports America” — something that puzzled some of his acquaintances, he recalls. Some people told him “that’s a small cable network. They’re new. There’s no future in that,” but, he continues, “it worked out well — not because I could see the future, but because it felt right in the moment.”
Disney anticipates that an increasing number of advertisers may find appealing the idea behind similar concepts, asserts Carey Dunleavy, especially since many marketers recognize the value in partnerships with “influencers” – individuals who can build connections with larger audiences or consumer groups. In her words, “I believe we’ll witness more of this approach.
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2024-10-18 17:17