Fox tries to create a new holiday with ads that encourage viewers to take day after Superbowl off

Fox is trying to create a new holiday – ‘Super Monday’ – by launching ads that encourage viewers to take the day after the Superbowl off work so they can catch up on the TV shows they missed

Fox viewers are being encouraged to take a day off after the Super Bowl next month to recover – and catch-up on shows they missed – in the network’s attempt to ‘create a new holiday’.

The television network will, on Sunday, launch its new on-air campaign encouraging sports fans to take a holiday and make the most of ‘Super Monday’ by having a TV binge. 

One of the Fox promos features actor Finesse Mitchell as the ‘Mayor of Monday’ encouraging the staff to take a day off

The special promo, being rolled out this month, will have its premiere feature during the NFC divisional playoff between Seattle and Green Bay on Sunday; ahead of other planned spots on January 19, February 2nd and 3rd. 

One of the promos features a number of American actors, including Finesse Mitchell, as ‘The Mayor of Monday’, and Paul Lieberstein as an employee, pouring cold water on the idea. 

In one of the videos the ‘mayor’ can be seen to pitch the idea to staff, before the male employee, played by Lieberstein, derides the idea as being out of line with company policy.   

The clip also features Paul Liberstein who appears to throw cold water on the suggestion that the employees take a day off

The clip also features Paul Liberstein who appears to throw cold water on the suggestion that the employees take a day off 

A number of other campaign videos are expected to follow, featuring additional content that includes other Fox stars, such as Rob Lowe, Will Arnett, Bellamy Young and Liv Tyler, divulging their ‘Super Monday’ plans. 

However, the network has taken steps to stress that those who do decide to take a day off, do it responsible – not blame Fox for its decision. 

It said the idea for Super Monday was inspired by surveys which showed that of the nearly 100 million viewers that watched the event in 2019, nearly 17 million missed work the next day.

Fox did stress the promotion was a tongue-in-cheek campaign and said those who did so should do it responsibly

Fox did stress the promotion was a tongue-in-cheek campaign and said those who did so should do it responsibly 

The television network is rolling out its series of ads over the coming days with the above hashtag

The television network is rolling out its series of ads over the coming days with the above hashtag

Fox Entertainment marketing head Darren Schillace told Vanity Fair the network saw the spots as an opportunity to promote its brand.  

‘Rather than only airing traditional network promos during the Super Bowl, we thought we would use this valuable time, in addition to highlighting our shows, to showcase our brand and creativity, while building momentum and excitement for the most watched day of the year,’ he said. 

‘And, if we create a new national holiday along the way, I suppose that’s a bonus.’ 

The television network said the campaign, encouraging people to stay off work to watch its TV shows, was part of its way of highlighting the brand's creativity

The television network said the campaign, encouraging people to stay off work to watch its TV shows, was part of its way of highlighting the brand’s creativity 

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