FOX Sports Ditches its 'Jockularity' Ethos in this Excellent New Dutch Soccer Commercial

This is a new ad that’s running across Dutch television promoting Fox Sports coverage of soccer, or voetbal, in the Netherlands.

It’s a very well done ad, capturing the spirit of the sport in the small European country, which despite its size remains a power in the game internationally. The retriever of a stray ball in one of the country’s many canals is nice touch. Using most of Dirk Kuyt’s extended family nets you bonus points, as well. The crowds in this clip, ahem, actually goes wild without the help of Regis if you can believe it.

The tone of the ad is feels right. You wonder why FOX’s coverage of sports, soccer in particular remains so obnoxious and in contempt of the viewer so much of the time?