It is no mean feat to condense the meaning of sport into an ad. That is what is so great about this – they ‘get it’.
In an era of hard hitting, yet not-so-such-much-steeped in the actual reality of sport, amateur at least, this ad cuts through it all.
Dicks’ prove they have a true understanding of what sport means to be played in a modern context and they execute accordingly.
That meaning embodies the belief that you play to win… winning is not a sometime thing; it’s an all time thing. You don’t win once in a while, you don’t do things right once in a while, you do them right all the time. Winning is habit, and the effort you are prepared to go to win takes centre stage above all else. Captured. Entirely!
Yes, Nike owns the dominant voice in sports advertising, but Dicks’ truly understands the relationship their brand has with its people, and finds an ownable and authentic voice which captures the intensity of sport.
It is engaging and a joy to watch.
Another spot from Anomaly, but from another angle – positions American football being on level with a chess match in terms of the thinking in between all of the action. It captures the most minuscule of detail amongst the chaos and the drama between any given play.
This could be a period of time in any game, and it just throws you in to it and lets you make of it what you will. It catches your attention, and holds it. It puts you in the play in a way that reveals a shared understanding and passion for the game, what it takes to play, and where you should go to start – Dick’s Sporting Goods.
As a brand searching to differentiate in a very crowded category with substantiate creative work, this gives the brand fame, momentum and noise…