In its new holiday spot, Dick's Sporting Goods uses a basketball hoop to tug at viewers' heartstrings.
In the ad, a father surprises his young daughter with the gift of a basketball hoop at the holidays. Boys cheer her on after she shoots and scores in a neighborhood game, and she continues to play on her street's cul-de-sac with friends and family right up until her parents wave her off to college.
As the ad unfolds, the hoop becomes more than just a simple piece of sports equipment. It serves as a pole for decorations during parties and a bench as the girl waves goodbye to a friend who moves away.
"The creative process began over the summer when we set out to explore the unique power a basketball hoop has to unite a community through sport," said Ryan Eckel, VP of brand marketing at Dick's Sporting Goods. "From the beginning, we found it compelling to tell the story about a father's relationship with his daughter, and although life continues to change, the hoop remains a consistent and familiar bond in their lives and for the neighborhood."
The spot will air for the first time this Sunday, Nov. 9 and will run for the next several weeks. It will appear on 19 networks including ESPN, HGTV and A&E.
Social media and other digital elements will roll out closer to the holidays as part of the retailer's "Gifts That Matter" campaign. Basketball hoops will also be donated to organizations in need this holiday season, supporting the company's goal of uniting communities through sports.