Dick's Sporting Goods connects with customers once again with "Who Will You Be?," an anthem that highlights amateur athletes, presenting key moments where they choose to persevere -- from long drills and impromptu practice opportunities to big games and ice baths. Some will find the scenes in this 60-second spot familiar when it debuts during ESPN's College Basketball Championship week tonight; others will get a hint of a committed player's adrenalin rush.
The athletic equipment retailer teamed up with agency Anomaly again for the campaign, this time rolling out a series of 24 15-second spots throughout the spring and summer seasons. Each one presents a different plausible narrative in which a young man or woman must decide what kind of athlete he or she will be. In every beautifully shot clip, the camera comes in closer right as they seize an opportunity or make the decision to keep going.
The vignettes will run on television as well as digital platforms like CBSSports.com and Turner.com following the longform spot's launch and through March Madness.
Read more about the campaign on adage.com