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The Fight Network breaks TV campaign

Toronto-based specialty channel The Fight Network has begun a television campaign intended to attract viewers to the channel’s combat sports and entertainment programming. The campaign consists of five 30-second commercials created by Cossette Communication-Marketing of Toronto. In each ad, an average guy character attempts to provoke a fight by insulting and taunting passing strangers. The ads end with the copy, “Looking for a fight?” along with the channel’s logo. “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,” said Cossette copywriter Stephen Stahl. “We thought it’d be funny to show one of these people. In this case, the guy’s so desperate for some fight action, he’s taken matters into his own hands by provoking total strangers.”

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