Dick's Sporting Goods is back again this year with another emotional holiday campaign. On Sunday, the 615-unit chain will reprise its "Gifts That Matter" push with a one-minute spot featuring a real family gathering during Christmas. It tells the story of the family's patriarch, who learns, by way of the tiniest pair of Adidas trainers, that he has a special present coming his way.
Created with Anomaly, Dick's agency of record for the past four years and directed by Radical Media's Derek Cianfrance, the commercial will air in 30- and 60-second spots on 27 television networks.
"Sports provide lasting memories passed down through generations," said CMO and Exec VP Lauren Hobart, a former PepsiCo exec who has been with Dick's since 2011. "We found it compelling to capture a special moment between a father and his daughter that represents a family tradition being extended to the next generation."
Anomaly Copywriter Dan Shapiro said that the cast of the ad was the Iaconas, a real family from Ocean Beach, New Jersey. They spent an entire day recreating their Christmas gathering for the spot.
In addition to broadcast TV, the campaign will be promoted across print, digital and social platforms.
The spot follows last year's effort, where a basketball hoop was depicted as a neighborhood gathering place.
Read more about the campaign on Adage.com.