Wednesday, March 7, 2012

Dick's Sporting Goods: Anthem?

When you think of Dick's Sporting Goods, what do you think of? I think of co-op advertisements and a place where I can find all the equipment I need to play my favorite sport. 

But Dick's Sporting Goods (DSG) is going beyond just their co-op advertising and out to make a statement about the brand. How are they doing this?

Last Thursday, DSG launched their 90-second anthem "Untouchable." The spot taps into the emotion around the sports their consumers play and the equipment they use and wear. We see athletes prepping, warming up and in action. The copy reads "When mind, body and equipment come together, you are untouchable...Every inch, every hurdle, every comeback, every finish, every championship, every season starts at Dick's."

Chief Marketing Officer, Lauren Hobart, commented to Ad Age "This was never about a repositioning of the brand, it's very strong, and consumers feel passion for it. It's about really being crystal-clear about what we wanted to stand for." As mentioned in the article, Ms. Hobart and her team went shopping with more han 100 consumers, talked to athletes and interviewed Dick's employees, to find that there was an opportunity to make a stronger emotional connection.

Anomaly, which is their first agency relationship has been handling their creative work. The plan is for DSG to share the work with brand partners and align their co-op ads so they represent the brand appropriately.

Both :90 sec and :60 sec versions will run on channels such as ESPN, NBC Sports, CBS, TNT and NHL Network. The campaign also inclues print, radio, digital and social media.

See the spot here:

Soundtrack to the spot is the theme song from the movie Rudy which follows an athlete's desire and determination to fulfill his dream of playing college football.

See the full Ad Age article here:

Check out the post on their Facebook page today:

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