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Watch FOX Sports’ latest Women’s World Cup commercial [VIDEO]

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FOX Sports has premiered its latest promotional video ahead of the 2015 FIFA Women’s World Cup.

Just like FOX’s first Women’s World Cup commercial, the new video focuses its attention on the US Women’s National Team (are they the only side participating in the 24-team tournament?).

The theme of this one is strange. The 60-second commercial is framed by the tagline, “America has a score to settle.” FOX’s commercial is built on the supposition that the United States has a score to settle because the US Men’s National Team lost to Belgium in extra time in the Round of 16 game at the 2014 World Cup, and now it’s time for the women to try to win the tournament.

Precisely who the US has a score to settle with is unclear. Belgium? The world? Who knows.

By focusing the first 33 seconds of the commercial on the US Men’s National Team, FOX Sports is trying to tap into the tidal wave of support that the USMNT team had during the summer of 2014. But other than the teams playing for the same country, what do the two have in common? Nothing really.

The women’s team doesn’t need to ride the coattails of the men. The USWNT has already won two World Cups and the Olympic Games four times.

It appears that FOX Sports is again trying to appeal to the casual sports fan who is oblivious to the sport. FOX is trying to pander to patriotism in the hopes of convincing mainstream America to watch the USA team play this summer. While it may work for the US games, what happens if the team gets knocked out in the early stages of the tournament? Is FOX Sports putting all of its eggs in one basket?

 

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15 Comments

15 Comments

  1. CTBlues

    February 23, 2015 at 12:41 pm

    The score to settle has to be with Japan but they already settled that score in 2012 when they beat Japan in the Gold Medal game of the Olympics.

    • Kei

      February 23, 2015 at 1:12 pm

      Still doesn’t explain why the men’s team took up the entire first half of the ad, though.

  2. Kei

    February 23, 2015 at 11:14 am

    “FOX is trying to pander to patriotism in the hopes of convincing mainstream America to watch the USA team play this summer.”

    And this tactic will be wildly successful too, because no other country in the world does sporting jingoism better than MERICA herself. You could stamp the Stars and Stripes all over an advertisement for the World Cup of Darts, and get at least a million people to tune in.

  3. K Pez

    February 23, 2015 at 10:29 am

    Despite anyone’s opinions about the pull it will gather, the commercial itself is pretty sweet. It got me riled up about the US women’s team in an interesting way. So well done FOX

  4. Tom Moore

    February 23, 2015 at 9:03 am

    Watch out, ‘Merica is coming for you!

    • Tom Moore

      February 23, 2015 at 9:06 am

      I get what you’re saying, but it kind of makes sense to try and build on the momentum of last summer’s World Cup to see if Fox can grab some additional carryover in viewers.

      We’re also still a few months away from the actual tournament, so there is still time to take the message toward a focus that is more directly on the women’s team.

  5. Josh

    February 22, 2015 at 9:06 pm

    Well don’t they have to pander to casuals. I mean if you watch soccer you were always going to watch this. I mean do we really think anyone will watch non- US games

    • Christopher Harris

      February 22, 2015 at 9:16 pm

      ESPN didn’t pander to casuals in their World Cup promotion or advertising. And yet they had considerable viewing audiences for games not involving the USA.

      So, no, FOX doesn’t have to do what they’re doing.

      • Josh

        February 22, 2015 at 10:27 pm

        Yes but that’s men soccer where other teams i.e Columbia, Argentina, Portugal have popular players that are known around the world. That’s not the same for the women

      • San Fransiscan

        February 22, 2015 at 10:32 pm

        It’s the women’s world cup, so who cares.

        • toby

          February 23, 2015 at 3:02 am

          I have to say at the risk of sounding sexist, I agree. No disrespect but the USA are only good at female soccer because traditional soccer nations don’t take it seriously. Men’s soccer is more important because you know all nations are serious about it. Women’s soccer is more like a chart of who has the least macho soccer cultures. So the USA, Asia, Scandinavia, Germany and France have strong teams due to this.

          • Kei

            February 23, 2015 at 11:08 am

            Germany, France etc don’t have “macho” soccer cultures? Lolololol.

          • CTBlues

            February 23, 2015 at 12:38 pm

            The biggest reason the US is so far ahead of the rest of the world is because we didn’t have laws preventing woman from playing the game. We have a law actually preventing that from happening it’s called Title IX.

          • Mark

            June 7, 2015 at 12:45 am

            Wow, Toby. Germany doesn’t have a “strong soccer culture”? Guess that’s why they won the Men’s 2014 World Cup… FYI, you do sound sexist. In years to come, Women’s World Cup and soccer will dominate sports industries (it already kind of does.)

      • Kei

        February 23, 2015 at 11:52 am

        How is any of this stuff surprising, Chris?

        The FOX business model consists of one item: Catering its programs toward the lowest common denominator. The network cares not one jot about the actual soccer fans, for those who were going to tune in regardless. Their entire modus operandi dictates that they appeal to the masses using any means necessary.

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