It is no mean feat to condense the meaning of sport into an ad. That is what is so great about this – it just ‘gets it’.
In an era of hard hitting, yet not-so-much-steeped in the actual reality of sport (amateur sport, at least) this cuts through it all.
DICKS’ prove they have a true understanding of what it means to play sport in a modern context and they execute accordingly. And 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.
That is captured. Entirely.
Yes, Nike owns the dominant voice in sports advertising, but DICKS’ truly understands the relationship their brand has with its customers, and finds an ownable and authentic voice which captures that relationship through the intensity of sport.
As an ad, it is engaging and a joy to watch.
There is also another spot within the series, but attacked from a completely different angle – contrasting a likeness between American football and a chess match in terms of the thinking required in between the action.
It captures the minutia of detail amongst the chaos and the drama between any given play:
This ad could be a period of time in any given game. It just throws you in to it and lets you make of it what you will. It catches your attention, it 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 if you want to start – DICK’S Sporting Goods.
As a brand searching for distinctiveness in a crowded category with a plethora of stand-out creative work, this is the type of stuff which gives a brand fame, love, momentum and noise… all the things it needs.