Ad of the Day: Dick’s Scores With Another Dramatic Salute to Everyday Athletes

Seizing the moment

Like the everyday athletes it profiles, Dick's Sporting Goods remains a bit of an unsung hero in the sports marketing world. But that continues to change, thanks to its consistently strong advertising from Anomaly.

The company prefers unknown athletes to superstars, and the purity of real sports moments to the phony glitz and glamour of hero worship. This was memorably communicated in simple yet pulsating ads like "Every Pitch," "Every Snap" and "Focus and Explode." (The former was one of Adweek's 10 best commercials of 2013; the latter just won a gold Lion in Film Craft at Cannes last month.)

In its latest spot, Dick's takes a hoary old sports cliché—that a lifetime of work prepares you for brief yet crucial on-the-field moments—and breathes new life into it, thanks to some nice parallel framing and editing that stitch together three different stories (from football, soccer and basketball) into a coherent whole.

We're only a week removed from one of the most dramatic examples of seizing the moment in professional sports. As parents stock up on sports gear this fall, this ad will remind them that their kids can be heroes, too—ready to seize the moment when opportunity knocks.

Client: Dicks Sporting Goods
Spot: "The Moment"

Agency: Anomaly
Global Creative Officer/Partner: Mike Byrne
Creative Director: Seth Jacobs
Copywriter: Johnny Dantonio
Art Director: Matt Walton
Account Supervisor: Ji You
Business Director: Damien Reid
Account Director: Mike Reuter
Head of Broadcast Production: Andrew Loevenguth
Producer : Matt Flaherty

Prod. Company: Pretty Bird
Director: Max Malkin
Co-Founder / EP: Kerstin Emhoff
VP / Executive Producer: Ali Brown
Head of Production: Tracy Hauser
Producer: Pedro de Oliveira
Production Supervisor: Terry Maxfield

Director of Photography: Max Malkin & Peter Simonite
1st AD: Todd Thompson
Production Designer: Kells Jesse
Wardrobe Stylist: Summar Salah
Casting/Sports Supervisor: Mike Fisher/Varsity Casting
Casting: The Cast Station

Editorial: Consulate
Editor: Peter Johnson
Exec. Producer: Alan Lopez

Post: Company 3
Telecine: Tom Poole
Executive Producer: Tara Dowd

Visual EFX/Flame: Framestore
Senior Producer: Graham Dunglison
VFX Supervisor:  : Matt Pascuzzi
Flame Artists: Raul Ortego, Euna Kho, Hieu Phan
Animation: Jim Hundertmark

Sound Mix: Audio Engine
Mixer: Tom Goldblatt

Music: Search Party
Executive Music Producer: Eric David Johnson aka DJ Bunny Ears
Composers: Woody Ranere & Christian Celaya
Music Producer: Winslow Bright