Following in the footsteps of last year’s holiday campaign, DICK’s Sporting again teamed up with agency Anomaly NY to bring back the loveable holiday present animated characters who appeared in the 2019 festive ‘The New Kid‘ commercial.
The 2020 version sees the same group escapes from a DICK’S Sporting Goods Distribution Centre, commandeer a delivery truck, and drive off to a young boy’s family home to deliver the presents themselves.
The new spot again stars includes updated versions of the hoodie, skateboard and ping pong paddles from last year, alongside new product characters like gym weights and football.
The 2020 ad’s emphasis this time round is primarily on e-commerce and it also flags up that the retailer’s foundation is also donating ‘the gift of sport to 10,000 kids this Christmas’.
The brand and creative agency again worked with MPC on the VFX and animation which has an added focus on character and personality and the spot was helmed by Night At The Museum director Shawn Levy via Pacific Rim Films.
Results:
Since it was posted on 9 November, the spot has been viewed 7.5m times on the brand’s YouTube channel, plus 61,000 views on its Facebook page, 17,000 times on its Instagram page and 7,200 times on its Twitter feed.
Comment:
Focusing on e-commerce capabilities certainly seems a strategically sensible way to leverage a Covid Christmas during which consumers will spend more time online shopping and less time in-store than usual.
This multi-channel ‘magic of sport’ style festive marketing initiative aims to show how it is now more convenient than ever to shop for meaningful, must-have gifts at Dick’s this holiday season.
The supporting creative also promotes exlcusive holiday deals and savings both in-store and online for shoppers who want to get a jump start on their holiday shopping by taking advantage of DICK’S first-ever ‘10 Days of Black Friday’ deals starting on 18 November and valid through 28 November.
“We recognize the holiday shopping season is starting much earlier and will be a different experience this year for our customers,” said Lauren Hobart, President, DICK’S Sporting Goods. “For the first time, we are extending our deals and making it easier than ever for our customers to get the best gifts for everyone on their list with flexible pickup and fast shipping to help them alleviate unwanted stress and large crowds. We’ve doubled down on technology solutions to ensure customers get what they need quickly, safely and hassle-free.”
Links:
Dick’s Sporting Goods
https://www.dickssportinggoods.com/
Anomaly NY
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