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...
