Anomaly continues to “Spread Love” for Dick’s Sporting Goods, launching its “Holiday Hoops” extension of its “Gifts That Matter” campaign today on “Giving Tuesday.”
The ad follows on the heels of this heart-tugging spot and similarly explores how a basketball hoop can bring people together. This time around, though, Anomaly employs a “social experiment film” documenting people’s reactions when they leave basketball hoops, and a tray of balls with a “Play with me” sign, at various locations around Cleveland, Los Angeles and New York City. Naturally, the hoops caused strangers to bond over pick up games and Anomaly captured their genuine enthusiasm for the spot.
The video, however, is just the tip of the iceberg in terms of Dick’s “Spread Love” charitable initiative. Cleveland Cavaliers star Kevin Love teamed up with The Dick’s Sporting Goods Foundation today to surprise over 200 students at Scranton Elementary School in Cleveland with two new basketball hoops. The brand defines “Holiday Hoops” as a “‘pay it forward’ movement” which will ultimately donate over 100 hoops to organizations (all either schools or non-profits) across the country. Dick’s will select two such organizations every day, and then give them the chance to “pay if forward” to two of their own choosing, announcing the participants on social media with the #HolidayHoops hashtag.
“This holiday season, we wanted to enhance our “Gift That Matters” campaign by exploring the unique power a basketball hoop has to unite people and communities,” said Lauren Hobart, senior vice president and chief marketing officer, Dick’s Sporting Goods and president of The Dick’s Sporting Goods Foundation. “We believe that sports really do matter and Dick’s Foundation is thrilled to be able to provide 100 hoops to schools and communities across America.”