Retailers had a big marketing challenge this holiday season: how to best showcase holiday cheer without using the togetherness that many consumers are lacking due to pandemic constraints. Dick’s Sporting Goods found a fun and clever way to do both in its animated holiday spot, which follows the journey of a series of products getting boxed up in a warehouse and delivered to a child’s Christmas tree. The commercial also highlights Dick’s e-commerce capabilities, which have been on an upswing during coronavirus lockdowns as shoppers buy digitally.
“When people think about Dick’s Sporting Goods, they think about this 50,000-square-foot box—they don’t think as much about the behind-the-scenes, what happens for products to get there,” says Ed Plummer, chief marketing officer of the Pittsburgh-based chain. “We wanted to showcase the technology that drives our business.”
The 60-second spot, set to “Run, Run Rudolph,” shows a Dick’s Sporting Goods distribution center at night. A yellow hoodie, football and sneakers jump off the assembly line and drive themselves to their gifting destination. Dick’s worked with Anomaly on the spot, a continuation of an animated effort from 2019 with "Night at the Museum" director Shawn Levy.