This Yuletide US commercial from athletic retailer Dick’s Sporting Goods, called ‘The Gift’, might just be the sweetest storytelling spot of the festive period.
It certainly aims to tug on the emotions at this traditionally family-focused time of year and bring a seasonal smile to the face.
The 60-second TV ad’s narrative revolves around a special gift for a local family man who is also a committed children’s soccer coach.
The spot runs with the tagline: ‘This Christmas, give a gift that matters to the athletes in your life.’
This amiable and sugar-sweet spot from agency Anomaly was directed by Derek Cianfrance.
It not only focuses on the simplicity and purity of the love of a game that fuels local and community sport
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On the surface this seasonal (slightly clichéd) spot simply tugs on the emotional heartstrings by leveraging the family-focus of the festive season.
But it also works as simple, small town community sport’s antidote to the multi-million dollar deals of professional athlete endorsements.
Another (altogether more worthy, but equally emotional) 2015 seasonal initiative from Dick’s Sporting Goods called ‘A Holiday Assist’ sees the retailer surprise the girls at the Ben Boeke Arena in Anchorage at the Girls High School Hockey Showcase.
The players through they were there to kick off what they thought would be their final season of organized hockey, but the Dick’s Sporting Goods Foundation’s $25m multi-year commitment to youth sports programs has changed the landscape for Anchorage Girls Hockey (and many other youth sports programmes across North America).
Links
Dick’s Sporting Goods YouTube:
https://www.youtube.com/user/DicksSportingGoods
Dick’s Sporting Goods Website:
http://www.dickssportinggoods.com/
Dick’s Sporting Goods Twitter:
Dick’s Sporting Goods Facebook:
https://www.facebook.com/dickssportinggoods
Dick’s Sporting Goods Instagram:
https://www.instagram.com/dickssportinggoods/
Dick’s Sporting Goods Google+:
https://plus.google.com/u/1/106799211222332842627
Anomaly:
