TORONTO – A new series of 30-second TV commercials feature a ‘Joe Average’ character who hurls insults and taunts at strangers and passers-by in an attempt to provoke a confrontation.
Of course, the channel being advertised is The Fight Network.
The spots were created by copywriter Stephen Stahl and art director Mike Cook of Cossette Communication-Marketing, Toronto. They revolve around a dead-pan performance by actor Tal Zimerman, whose random come-ons, appropriately, pull no punches.
Each spot ends with the question: “Looking for a fight?” followed by The Fight Network’s logo and tagline.
“Combat sports are more popular than ever, but a lot of people don’t know there’s a TV network dedicated to them and everything else fight related. We thought it would be funny to show one of these people,” says copywriter Stephen Stahl. “But in this guy’s case, he’s so desperate for some fight action, he’s taken matters into his own hands and has started picking fights with total strangers.”
