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.

CREDITS

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