This Holiday Ad for Dick’s Sporting Goods May Be the Season’s Sweetest Yet

A local coach gets a special gift

Here's a Christmas commercial that's sure to bring a smile to your face.

Dick's Sporting Goods has released a minute-long ad, directed by Derek Cianfrance, about a special gift for a local family man who is also a kids' soccer coach.

The commercial is another winsome piece by Anomaly, focused on a love of the game that fuels everyman athletics (as opposed to the pro-level endorsements and flashy gimmicks common in the category). This time, that small-town mythology comes with an especially touching twist ending.

The result is shamelessly manipulative in the best possible way. It's deliberately unpretentious and ultimately incredibly sweet. And though the payoff is broad, the gift's specificity keeps the ad feeling credible but relatable (perhaps in part because the family is reportedly a real one).

This is an appropriate follow-up to Dick's father-daughter basketball spot from last year, even if it isn't quite as heart-melting. Then again, that'd be a pretty tall order … so this year, quietly charming might just have to do.


Client: Dick's Sporting Goods

Agency: Anomaly

Chief Creative Officer: Mike Byrne

Creative Director: Seth Jacobs

Copywriter: Dan Shapiro

Art Director: Chris Araujo

Head of Broadcast Production: Andrew Loevenguth

Senior Producer: Amy Bonin

Business Affairs Director: Annemarie Cullen

Business Affairs Executive: Carla Curry

Music Producer: Jonathan Wellbelove

Account Director: Ji You

Production Company:

Director: Derek Cianfrance

Executive Producer: Gregg Carlesimo

Line Producer: Alex Orlovsky

Editorial Company: Arcade Edit

Editor: Jeff Ferruzzo

Editorial Assistant: Matt Ferran

Executive Producer: Sila Soyer

Producer: Fanny Cruz

Finishing: Arcade Edit

Flame Artist: Tristian Wake

VFX: Method

Colourist: Tom Poole, Company3

@GabrielBeltrone Gabriel Beltrone is a frequent contributor to Adweek.
Publish date: November 16, 2015 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT