Dick's Sporting Goods Created a CGI Commercial That Takes on a New Strategy
Daniel Johnson — November 22, 2019 — Marketing
References: dickssportinggoods & marketingdive
Dick's Sporting Goods launched a CGI commercial named 'The New Kid.' The ad runs for 90-seconds and it originally aired during Sunday Night Football on November 17th. Dick's Sporting goods will run the CGI commercial on national cable networks until December 18th.
The ad begins with a shot of a Nike Air Max 270 shoe being placed on display. After the shoe is placed, the ad cuts to CGI images of a closed store. After the store is closed, all the merchandise comes to life and begins playing games. The commercial uses the merchandise as characters to tell a story that consumers may find engaging.
The ad takes the company in a new direction, as previously its commercials would focus on one product. Ed Plummer, the CMO, spoke about how the company wanted to highlight all of its merchandise and not a single product.
Image Credit: Dick's Sporting Goods
The ad begins with a shot of a Nike Air Max 270 shoe being placed on display. After the shoe is placed, the ad cuts to CGI images of a closed store. After the store is closed, all the merchandise comes to life and begins playing games. The commercial uses the merchandise as characters to tell a story that consumers may find engaging.
The ad takes the company in a new direction, as previously its commercials would focus on one product. Ed Plummer, the CMO, spoke about how the company wanted to highlight all of its merchandise and not a single product.
Image Credit: Dick's Sporting Goods
Trend Themes
1. CGI Advertising - There is an opportunity for companies to use advanced technology to create captivating advertisements that feature merchandise as characters and tell engaging stories.
2. Merchandise Storytelling - Businesses can leverage merchandise as characters to tell compelling stories in advertising and differentiate themselves from competitors.
3. Multifaceted Advertising - Businesses can create commercials that showcase all of their merchandise in a unique and compelling way to attract more customers.
Industry Implications
1. Advertising - Companies in the advertising industry can explore the use of CGI and merchandise storytelling to create captivating ads.
2. Retail - The retail industry can adopt multifaceted advertising techniques to showcase their products in a unique and engaging manner.
3. Media - Media companies can offer advertising solutions to businesses that want to utilize advanced technology and merchandise storytelling in their commercials.
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