Throughout its broadcasts during the National Football League season, FOX Sports has presented a variety of marketing spots meant to promote its NFL on FOX property. Featuring the lead broadcast team of play-by-play announcer Kevin Burkhardt, analyst Greg Olsen, and reporters Erin Andrews and Tom Rinaldi, the commercials have captured the attention of football fans on gameday.
One of the spots features Olsen trying to impersonate FOX NFL Sunday studio analyst Terry Bradshaw by donning a bald cap with white hair and trying out one of his catchphrases in the broadcast booth.
As Kevin Burkhardt appeared on Seattle Sports 710 on Thursday morning’s program featuring Brock Huard and Mike Salk, he was asked about what the filming session for these commercials was like. Salk in particular could not recall a similar instance taking place where the NFL on FOX utilized talent to film these types of commercials. Burkhardt began to explain how the marketing department at FOX Sports came up with the idea and everything was shot over a 13-hour day.
“We had a crew that had done a lot of funny commercials; a director and producer that were great,” Kevin Burkhardt said. “They were just like, ‘Okay, let’s do it this way. Let’s try it this way. KB, can you do it like this?’ So I actually had fun – it was kind of like an opportunity to act for the first time in my life, and it was a blast.”
Salk has enjoyed the promotional endeavor, and he was wondering whether or not there will be more commercials to be unveiled throughout the rest of the year. While Burkhardt revealed that all of the recorded spots have already aired, he did reference a story about one of the earlier commercials. When the NFL on FOX crew was gifted jackets with nicknames on the back, Burkhardt’s read, “Lil’ Baby Kay Kay,” and it is now an epithet that he is being referred to by athletes.
“A month ago, we’re doing a Cowboys game and we get on a Zoom with Dak Prescott and he’s like, ‘Lil’ Baby Kay Kay, what up man?,’” Burkhardt said. “I swear, and I rolled [with it]. It’s kind of turned into a life of its own. I’m glad you guys enjoy it.”
“It’s good,” Salk replied. “You worked really hard to get to the very top of your profession; all the respect that comes with it and now the athletes are calling you Lil’ Baby Kay Kay, so I think it’s good for you. Nice job.”
“It’s amazing,” Burkhardt said. “If you can’t laugh at yourself, what are we doing, right Mike?”
Burkhardt, Olsen, Andrews, and Rinaldi will return to the air this Sunday when the Seattle Seahawks face the San Francisco 49ers on FOX at 4:05 PM ET. The game will feature a quarterback matchup between Geno Smith and Brock Purdy as both teams look to continue making a postseason push.
