Dick’s Sporting Goods has launched its holiday campaign with an ad meant to tug at viewer’s heartstrings via a basketball hoop, presumably from Anomaly.
Said piece of sporting equipment is given as a gift from a father to his daughter at the beginning of the spot. We then see the girl grow up via a montage of moments with the basketball hoop in the background, until, finally the family packs her up for college and the father is left to shoot hoops alone. The ad does a great job of building emotion and seamlessly leading into the “Give a gift that matters” tagline. At any other time of year, this kind of approach would run the risk of being deemed to sentimental, but that sentimentality fits pretty perfect with the holiday season.
The ad will run on 19 networks beginning this Sunday and running for several weeks. It kicks off Dick’s “Gifts That Matter” campaign, which will also be supported by social media and digital elements.