Mid November saw the launch of a festive DICK’S Sporting Goods Christmas campaign, called ‘The New Kid’, which sees a store come to life after closing time and a youngster embark on a fun filled journey of friendship and discovery – but instead of a wide-eyed child the protagonist is a new Nike Air Max 270 React sneaker.
The US campaign, conceived by agency Anomaly London, is led by a hero commercial with a narrative arc that takes place in a store after the sun goes down and the fun heats up.
The spearhead 90-second commercial is a race against daylight story and a coming of age journey: a young shoe wakes up, discovers and explores a secret world of characters and magic – one which comes to life when others sleep.
The spot, which blends CGI animation and live-action film, runs on US television and on the brand’s online channels.
and is supported by a behind-the-scenes style ‘Making Of’ video on the retailer’s digital and social channels.
The lead commercial was co-helmed by Night at the Museum’s and Stranger Things’ director Shawn Levy and Easy A’s Will Gluck and the campaign was conceived and created by agency Anomaly, the production company was Pacific Rim, the animation company was Moving Picture Company and it was edited by Arcade.
Comment:
A classic combination of humour and wonder, this magical, energetic and entertaining festive offering is one of our favourite sports sector Christmas spots this year.
Wide-eyed kids looking up at exhibits with wonder and a deep emotional connection with inanimate objects imbued with life is a classic Christmas creative approach based around whimsy and wonder.
It’s an approach common to movies as well as marketing.
In this case, the campaign simply swaps toy products with a secret life for sporting goods.
It’s a fairly impressive feat to convincingly imbue sporting goods with personalities complete with feelings and emotion.
It follows hot on the heels of Dick’s Foundation campaign in August (see case study) and it follows the retailer’s October work with Adidas (see case study) and its ‘Own It’ campaign with Nike in July (see case study).
Links:
DICK’S Sporting Goods
http://www.dickssportinggoods.com/
https://www.youtube.com/user/DicksSportingGoods
https://www.instagram.com/dickssportinggoods/
https://www.facebook.com/dickssportinggoods
Anomaly
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