John Turturro can barely sit still while he waits for Big Noon Saturday to get started in Fox Sports’ fall campaign for college football.

The campaign, titled “It All Goes Down at Noon,” debuted Friday, September 12, in the Fox College Football Friday match between Kansas State and Arizona and across Fox Sports’ social platforms.

“At Fox Sports, Big Noon Saturday has always embraced the fun, larger-than-life energy of college football, and John Turturro brings incredible depth to this fanatical character showcasing what makes college football fandom so special," said Bill Battin, senior vice president, on-air promotions, Fox Sports, in a statement. "This campaign represents everything we want Fox Sports to stand for – bold, authentic storytelling that connects fans, and combined with our world-class creative team, we’re delivering something that will resonate with audiences nationwide.”

In the spot, Emmy-winner Turturro is hanging out in his man cave, watching clocks and generally killing time until the game starts. When it does, he ascends a ladder to reveal that he was actually inside of a stadium Jumbotron, so committed is he to his sport of choice. Additional spots to be rolled out later this fall will show Turturro weaving his way through a bustling stadium, stalking Fox Sports lead play-by-play announcer Gus Johnson, and reenacting the network’s pre-game show Big Noon Kickoff. Those spots will run across Fox Sports’ platforms and in such properties as Fox NFL, Fox MLB, MLB Postseason and MLB World Series. 

 “As a passionate sports fan who suffers the slings and arrows of my favorite sports teams, I enjoyed partnering with Fox Sports,” said Turturro, also in a statement. “We’ve all been that person — riding the highs and lows, hanging on every play. Any sports fan has felt that.”

 The creative campaign is produced in collaboration with Fox Sports Marketing. The spots are developed and written by Gary Van Dzura, MullenLowe creative director and longtime Fox Sports collaborator, who teamed up with commercial director Brian Billow and cinematographer Robert Elswit (Ripley, There Will Be Blood). This marks the third campaign Billow has helmed for Fox Sports, following his direction of a 2023 Fox NFL series of ads featuring the network’s lead broadcast team.