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Sports News in Brief

Fox Launches 'We're Not Any Happier About This Than You Are' Campaign Promoting World Series

October 22, 2011 | ISSUE 47•42

ST. LOUIS—Acknowledging this year's World Series lacks a compelling team and any real sense of drama, Fox rolled out ads for its coverage this week using the tagline "We're Not Any Happier About This Than You Are." "You don't have to tell us what a disappointment this is. We wasted hundreds of millions of dollars on the rights to broadcast up to seven games between two unlovable, unspectacular teams from moribund markets," Fox announcer Joe Buck says in one ad. "But it's going in the record books as a World Series. So if you're a baseball fan, you're pretty much obliged to watch Fox." To better reflect the current series, a line used in previous postseason advertisements, "Legends Are Born in October," has been reworked to "A Series of Bullpen Arms Will Be Shuttled in and out to Get Favorable Matchups in October."

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