In 2025, Fox News Media set out to redefine how a legacy news brand shows up in
culture, not just as a trusted source of journalism, but as a unifying presence in
America’s biggest shared moments.
Across three flagship campaigns; our Super Bowl commercial, the “For All America”
brand anthem, and our 2025 Christmas campaign — our objective was to evolve
perception, expand emotional resonance, and reinforce our role in the national
conversation. Each piece had a distinct strategic role:
Super Bowl Ad: Break through the most competitive advertising environment of
the year to showcase Fox News Media as culturally relevant and modern brand.
For All America: Execute a clear, inclusive brand positioning that emphasizes
the passion of the entire country.
Christmas Campaign: Deepen emotional connection and seasonal goodwill
while reinforcing trust and connection during a moment of seasonal gratitude.
Our goals were to:
Deepen brand affinity and audience loyalty
Expand reach beyond core viewership
Drive measurable engagement across linear and digital platforms
Reaffirm Fox News Media’s place in America’s most important moments
Our campaigns represent a strategic shift: storytelling that moves beyond promotion
and into cultural participation.
Bringing this body of work to life required strategic alignment across brand, editorial,
creative, production, media, and executive leadership. Each campaign was designed to
serve a unique moment — but all were anchored in a consistent brand voice rooted in
confidence, clarity, and connection.
Strategic Foundation
In a fragmented media landscape, audiences crave both trusted information and shared
experiences. Our creative strategy focused on positioning Fox News Media not only as
a news leader, but as a platform that connects Americans across defining moments.
Execution & Key Features
Super Bowl Ad
The Super Bowl represents the most competitive advertising stage in the world. Our
approach leaned into bold simplicity and cultural awareness. The creative was built to
stand out in a cluttered environment — visually confident, emotionally resonant, and
unmistakably Fox. We paired linear broadcast with aggressive digital amplification,
maximizing earned media and social conversation in real time.
“For All America” Campaign
This anthem campaign served as a bold articulation of our brand thesis. Leveraging
cutting-edge AI, we reimagined how modern campaigns can be conceived and
produced. Through elevated, AI-enhanced visuals, our most recognizable Fox News
personalities were placed within iconic American landscapes — sweeping backdrops
that resonate deeply across the country. Each setting was intentionally chosen to reflect
the diversity, scale, and spirit of the nation, reinforcing a singular message: Fox News is
For All America. The campaign rolled out across television, streaming, digital, OOH and
social platforms, with strong internal alignment to ensure the positioning extended
beyond advertising and into the broader brand experience.
2025 Christmas Campaign
Our holiday campaign centered on warmth, gratitude, and reflection — leaning fully into
storytelling over promotion. Powered by AI, the creative followed a young girl who
discovers the world of Fox News inside a Christmas snow globe, revealing a magical
universe where our most recognizable personalities appear across familiar snow-
covered scenes. More than a seasonal message, the campaign was designed to
humanize the brand; showcasing the people behind the headlines in a way that felt
heartfelt, comforting, and emotionally authentic. Supported by cross-platform
placements, short-form adaptations, and social-first edits, the campaign resonated
strongly and became a standout holiday moment for the brand.
Challenges & Solutions
One key challenge was balancing cultural boldness with brand responsibility. Each
campaign needed to feel contemporary and attention-grabbing while remaining true to
the trust that audiences expect from our news organization.
Another challenge was integration: ensuring consistent brand voice across multiple
high-profile moments throughout the year. This required disciplined creative
governance, tight production timelines, and cross-functional collaboration.
What makes this work unique is its intentional progression. Rather than isolated
campaigns, these pieces form a narrative arc. From cultural spotlight (Super Bowl), to
brand declaration (“For All America”), to emotional connection (Christmas). Together,
they demonstrate how a legacy media brand can show up with both scale and soul.
The campaigns successfully met and exceeded our core objectives of expanding reach,
strengthening brand perception, and driving engagement.
The Super Bowl spot delivered high-impact visibility in one of the year’s most
competitive environments (average viewership 127m, NIELSEN data), generating
significant cross-platform conversation and reinforcing Fox News Media’s cultural
relevance.
“For All America” clarified and amplified our brand positioning, strengthening audience
affinity and creating a unified message that extended beyond advertising into broader
communications and programming.
The 2025 Christmas campaign drove strong emotional engagement, high completion
rates across digital platforms, and meaningful social sharing, demonstrating the power
of narrative-driven brand storytelling. Not only did we have 157M impressions, but
garnered over 16M social views and 122k engagements across our platforms.
Collectively, the work increased brand visibility across key demographics, elevated
creative perception, and reinforced Fox News Media’s presence during America’s
biggest cultural and seasonal moments. We consider this effort a success because it
moved the brand forward strategically, not just delivering impressions. The campaigns
proved that scale and storytelling can coexist, embracing AI technology to amplify our
objectives and deliver our messaging, while showing that a legacy news brand can lead
with both authority and emotional intelligence.
