It’s obviously not just John Lewis. Every brand goes heavy on the sentiment for Christmas, and Dick’s Sporting Goods is no exception.
Last year’s holiday spot by Anomaly (which won the business in 2012) focused on the life of a basketball hoop and its many interactions with the family who owned it and their neighbors.
This year, the company/agency found the Iaconas, “a real family from Ocean Beach, New Jersey” who agreed to re-create a certain emotional moment for Dick’s.
You can wait for the reveal…or you can see it coming from a few miles away.
Regarding the theme, CMO Lauren Hobart writes:
“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.”
An Anomaly copywriter tells Creativity that the family spent a whole day recreating the event.
If it really did go down like this, then it was an impressively coordinated reveal. Most such announcements are far less comfortable for soon-to-be grandparents. And the timing was impeccable, wasn’t it?