With less than three weeks to go before its Fedor Emelianenko vs. Brett Rogers fight, CBS is starting to use YouTube to hype the bout, and its newest ad features fighter Frank Shamrock and SI.com writer Josh Gross weighing in on why Fedor vs. Rogers is a blockbuster fight.
"Fedor Emelianenko is the best fighter I've ever seen," Gross says in the commercial, "And I've been covering mixed martial arts for 10 years now."
Says Shamrock, "He has beaten every single style and every single opponent. He is the answer to the question, Who is the best?"
The ad also features a little bit about Fedor and Rogers personally, with Fedor described as a Russian who lives in seclusion and Rogers described as a guy who used to make his living changing tires at Sam's Club and is now getting his big opportunity.
Overall, I think it's a good sign that CBS is making ads like this, I just think we need to see a lot more of it. Most hard-core MMA fans agree with Gross and Shamrock that Fedor is the best fighter in the world, but the question is whether CBS can reel in viewers who don't usually follow MMA by telling the fighters' personal stories.
Fedor and Rogers both have great stories to tell. The success of this show will depend largely on how CBS tells those stories over the next two and a half weeks.