Yawn: Athletes Are Passionate About Winning; Ergo, They’re Attentive To Their Gear

Here’s a new ad from Dick’s Sporting Goods and its new agency, Anomaly. Sadly, it is like so many other ads in its category, a fact which makes the big PR punch up from the client (see below) hard to believe.

According to Ad Age,Chief Marketing Officer Lauren Hobart said, “We really feel like what’s coming through in this work is unique to Dick’s. The myriad of different products and brands represented throughout, that alone makes it unique, something people haven’t seen before.”

Ad Age also notes that the client conducted an in-depth brand-positioning exercise about seven months ago. They went shopping with more than 100 consumers, talked to athletes and interviewed Dick’s employees. They found that Dick’s is viewed as providing an unbiased perspective on equipment and products.

How that insight matches up with the spot we just watched, I can’t say.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.