The Driving Test from hell leads Anomaly’s World Cup campaign for FOX One, a series of wickedly funny “disaster” scenarios triggered by the fact that The FIFA World Cup Comes First. The campaign’s human humour aims to give the streaming challenger priority among football fans, positioning the new service as the definitive, one-stop shop for experiencing the 2026 tournament.

The campaign’s disruptive, fan-first strategy is designed to stand apart in an increasingly crowded streaming marketplace, highlighting how FOX One connects audiences to the live moments they care about most – whether that’s game day, breaking news or primetime entertainment.

The four central films dramatise the all-consuming nature of World Cup fandom in the United States, where World Cup obsessives throw caution to the wind, in an attempt to both watch a match, while concurrently doing something otherwise important like conducting a driving test, or lifeguarding at a swimming pool. The creative, scored to Frankie Valli’s, Can’t Take My Eyes Off You, mirrors the emotional fixation many fans feel during the tournament.

“I mean if we’re being honest, the way we feel about sports, and especially the World Cup is truly insane. Obsession. Fanaticism. Bordering on addiction…it’s the best! And every 4 years we have to pretend that we don’t feel this way and go about doing the rest of life. But deep down inside we all do,” noted Josh Fell, Partner and CCO at Anomaly LA. “So we thought, why not just own that? In a category full of platforms talking about access and content libraries, why not reflect who FOX One truly is – the one service that actually understands soccer fans. We’re all deeply broken. Let’s celebrate.”

The full campaign will unfold across the tournament’s full 39-day run, evolving in real time alongside the World Cup’s 104-match schedule across three countries.

The effort signals FOX’s intention to transform the FIFA World Cup 2026from appointment viewing into an always-on subscription experience, as streamers increasingly compete not just for audiences, but for fandom itself.

“The World Cup isn’t a passive experience for the fans, and so we set out to market the dynamic, real-time viewing experience that only FOX One can deliver,” stated Brian Borkowski, CMO, FOX Direct to Consumer. “This campaign reflects the intensity, obsession, and community that define modern soccer fandom, while showing how the platform was built to elevate every moment of the tournament experience.”