Dick's Pitches to the Heart in Holiday Campaign
After Strong Holiday Sales Last Year, Sporting Goods Chain Uses Real-Life Family in 'Gifts That Matter' Spot
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 coach who learns, by way of the tiniest pair of Adidas trainers, that he will soon be a grandfather. Created with Anomaly, Dick's agency of record for the past four years, 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." She noted that the spot's family is real. 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. Dick's declined to comment on how this holiday's advertising budget compares with 2014. The Coraopolis, Penn.-based retailer spent $26.6 million on measured media in November and December of 2014, according to Kantar Media. Revenue for last year's fourth quarter was up 11% to $2.16 billion, and the uptick has continued this year. For the quarter ended Aug. 1, the most recent available, Dick's reported earnings of $90.8 million, a 30% increase over the year-earlier period, on a net-sales increase of 7.9% to $1.8 billion.