‘Every game is everything’ returns for second season at Fox Sports

“Every game is everything,” the promo campaign created by Wieden+Kennedy for Fox Sports, is back for another season of college football.

‘Every game is everything’ in college football on Fox Sports

The campaign mixes fast cuts of glitchy, stylized footage with shots from the gridiron, accompanied by dramatic narration proclaiming “every game has consequences.”

Emphasizing “you miss one game, you miss the season,” the promos encourage viewers to watch each week’s matchup as you never know when your team might be out of the playoff picture.