There is conflict in the land of the NFL on FOX. There are tensions. There are jealousies that threaten to tear this family apart. There really is only one place to go to air these grievances, reveal these petty differences, and work through these problems. That place, is the Dr. Phil show. The root of the problem? Super Bowl ring envy. Sure, Strahan, Terry, Howie, Jimmy, and Troy have rings upon rings, but the sniping and feelings of inadequacy coming from Joe, Curt, and Frank has got to come to a stop. And from Dr. Phil's perspective, our Super Bowl guys are sweet as sugar, perfect angels in this equation, and it's the other guys who have to get over it and get with the program. So there's our non-super bowl guys pouring out their hurt feelings and constant slights, while Dr. Phil upbraids them with his trademark bravado leaving the non-ring guys confused and looking for even more answers.
The campaign is created by Fox Sports Marketing, directed by Smuggler's Renny Maslow and edited by Arcade Edit's Greg Scruton.