Dick's Gets Elemental in Dramatic Ad for the Olympics Opening Ceremony

Retailer Explains How Gold Is Part of Us All

Published on

Editor's Pick

Sports retailer Dick's has in recent years taken a quietly powerful, pensive approach to marketing as seen in its ads from Anomaly showing women plowing through the obstacles of everyday life to keep to their workout schedule and others showing young athletes at key crossroads. For the Rio Olympics opening ceremony, however, the brand goes bold, in a new spot highlighting how "gold" can be found in all of us.

The ad juxtaposes artful images of athletes in training and at rest with powerful nature scenes. A voiceover makes the point that gold, the most coveted element of the games, is actually a part of every human body (every one, it says, contains 0.2 milligrams of gold) -- but "only some have the strength to dig it out."

The ad celebrates Olympians, with a special nod to those that the brand has employed and equipped on their way to the games. Dick's supports a "Contenders" program that has provided jobs for more than 200 Olympic and Paralympic hopefuls. 31 of these have qualified for Team USA.

Athletes starring in the ad include beach volleyball player Kerri Walsh-Jennings, boxer Claressa Shields, fencer Daryl Homer, gymast Danell Leyva, Paraympic long jumper Lex Gillette and current Dick's employees Laura Ryan, a diver, and Kristin Smith, a hammer throw athlete.

"When we first heard the stat that gold is naturally found in the human body, we knew there was a special story to tell," said Dick's Sporting Goods Executive Vice President & Chief Marketing Officer Lauren Hobart in a statement. "The athletes featured in this spot showcase the strength and determination it takes to tap into the gold found within us all."

Rate this Ad
No starts selected .5 stars 1 star 1.5 stars 2 stars 2.5 stars 3 stars 3.5 stars 4 stars 4.5 stars 5 stars

You must be registered to rate the ad. Please Login or Register Now

About

Credits
Date
Aug 04, 2016
Agency:
Anomaly New York
Client:
Dick's
Creative Director:
Johnny Dantonio
Creative Director:
Seth Jacobs
Creative:
Matt Kalish
Creative:
Zach Myrow
Creative:
Matt Beck
Producer:
Amy Bonin
Account Director:
Ji You
Business Director:
Damien Reid
Project Manager:
Sharon Shang
Production Company:
Stink USA
Director:
Eliot Rausch
Director of Photography:
Chayse Irvin
Managing Director:
Jeff Baron
Executive Producer:
James Cunningham
Producer:
Mark Walejko
Editing Company:
Consulate
Editor:
Peter Johnson
Assistant Editor:
Jeremy Huff
Executive Producer:
Lisa Binassarie
Producer:
Alan Lopez
Post Production:
The Mill
Colorist:
Mikey Rossiter
Color Company:
The Mill - New York
Flame:
Kieran Hanrahan
Producer:
Michael Scarcella
Producer:
Kristy Chooi
Audio Company:
Audio Engine
Audio Engineer:
Tom Goldblatt
Music Company:
Search Party

See more credits

Tags
Category
Industry
Latest Creativity News on Ad Age

Related work

The Creativity Daily Newsletter

Get highlights of the most important daily news delivered to your e-mail inbox. Receive Our Newsletters.

Become a Member of Ad Age