TBWA\Chiat\Day New York Celebrates ‘#GreatOnes’ with The Great One for Sport Chek

By Erik Oster 

TBWA\Chiat\Day New York launched a Father’s Day spot for Canadian retailer Sport Chek, celebrating the “#GreatOnes” with The Great One himself, Wayne Gretzky

The spot features voiceover from Gretzky as he pays homage to his “first teammate,” who bought his “first stick,” was the “first defender” he faced and “first goalie” he scored on. While Gretzky’s voice acting abilities aren’t on par with, say, his stick handling skills, his tribute to his dad does come across as heartfelt, set to home video footage of young hockey players with their dads and, later in the spot, footage from Gretzky’s professional career. “From my first step on the ice until my last step off of it, you were there for me,” Gretzky concludes, followed by the message “To the great ones behind the great ones. Happy Father’s Day.”

You’d be pretty hard-pressed to find a bigger national hero in Canada than Wayne Gretzky, so having him signed on to this Father’s Day effort is a clear win for the brand. The message around it is a common one for such efforts, but that speaks as much to the nature of the Hallmark holiday than any creative shortcomings, and Gretzky’s involvement alone helps it stand out from the pack.

“#GreatOnes” will make its broadcast debut tonight during game 4 of the Stanley Cup Finals, so the timing of the release, which comes just less than two weeks before Father’s Day, couldn’t be better. We’re guessing more than a few hockey fans will be watching the game with their fathers and the spot could act as a friendly (and timely) reminder to get dad something for Father’s Day. The ad will also live online via Spor Chek’s digital and social channels, and even received an assist from Gretzky on Twitter, using the “#GreatOnes” hashtag.


Chief Creative Officer: Chris Garbutt
Creative Director: Sergio Flores
Associate Creative Director (Copywriter): Jake Greer
Associate Creative Director (Art): Denver Eastman
Designer: Alex Holm
Copywriter: Avi Steinbach
Head of Integrated Production: Chad Hopenwasser
Associate Producer: Katie Boyko
Group Account Director: Eryn McVerry
Account Supervisor: Emily Zale
Chief Digital Officer: Aki Spicer
Planner: Sam Glassoff