Sports retailer Dick's has in recent years taken a quietly powerful, pensive approach to marketing as seen in its ads from Anomaly showing women plowing through the obstacles of everyday life to keep to their workout schedule and others showing young athletes at key crossroads. For the Rio Olympics opening ceremony, however, the brand goes bold, in a new spot highlighting how "gold" can be found in all of us.
The ad juxtaposes artful images of athletes in training and at rest with powerful nature scenes. A voiceover makes the point that gold, the most coveted element of the games, is actually a part of every human body (every one, it says, contains 0.2 milligrams of gold) -- but "only some have the strength to dig it out."
The ad celebrates Olympians, with a special nod to those that the brand has employed and equipped on their way to the games. Dick's supports a "Contenders" program that has provided jobs for more than 200 Olympic and Paralympic hopefuls. 31 of these have qualified for Team USA.
Athletes starring in the ad include beach volleyball player Kerri Walsh-Jennings, boxer Claressa Shields, fencer Daryl Homer, gymast Danell Leyva, Paraympic long jumper Lex Gillette and current Dick's employees Laura Ryan, a diver, and Kristin Smith, a hammer throw athlete.
"When we first heard the stat that gold is naturally found in the human body, we knew there was a special story to tell," said Dick's Sporting Goods Executive Vice President & Chief Marketing Officer Lauren Hobart in a statement. "The athletes featured in this spot showcase the strength and determination it takes to tap into the gold found within us all."