about
the fair, through a new lens
The Tennessee Valley Fair is a Knoxville tradition that’s been bringing the fun since 1916. With rides, concerts, competitions and deep-fried everything, it’s one of East Tennessee’s biggest and most beloved annual events.
For the 2024 fair, the team was ready to shake things up. They wanted a commercial that didn’t just tell people to come to the fair; they wanted something that made people feel like they were already there. The goal: bold, different, immersive, and exciting.
a front-row seat to the fair
We started pre-production in 2023 with a big idea: a fully POV-style commercial that dropped viewers into the middle of the action. From the midway to the petting zoo, ketchup-covered corn dogs to front-row rodeo moments, the fast-paced spot gave people a first-person glimpse of what a day at the fair really feels like.
The Tennessee Valley Fair team paired the concept with their 2024 theme: “Every Point of Ewe.” A playful nod to their agricultural roots, the punny theme was the perfect companion to our perspective-driven creative. We handled everything from scriptwriting to production to post, wrapping things up in early 2024.
the results: blue ribbons & big crowds
The final commercial was a hit, not just with fairgoers but with the industry. The spot won First Place in the International Association of Fairs and Expositions (IAFE) Communications Awards for Division 2 (100,000–250,000 attendance). It’s a major honor, judged by professionals from across more than 1,100 member fairs around the world.
And it didn’t just win awards; it delivered results. The Tennessee Valley Fair drew 144,524 attendees, a 10% increase from the year before. Concert attendance saw a 27% bump, too.
The spot aired across top Knoxville networks (WBIR, WATE, WVLT, EffectTV/Comcast) and digital placements, bringing the fair’s energy to screens and then bringing people through the gates.
The Bottom Line: Quality Cuts Through the Noise
In a space where many fair and event ads lean on familiar formulas and minimal production value, this commercial stood out. By starting creative development the year prior, the team had the time and freedom to bring a bold idea to life, and it showed. The spot didn’t just reflect the energy of the fair; it elevated it, helping bring more people through the gates and earning recognition along the way. It’s a reminder that when you invest in thoughtful, high-quality creative, you don’t just keep up…you lead.