Dick’s Sporting Goods Debuts CGI Holiday Commercial
Inspired by the film “Night at the Museum,” Dick’s Sporting Goods’ holiday commercial features apparel and gear that come to life after-hours. The CGI-enabled spot was co-directed by Shawn Levy, who also co-directed “Night at the Museum.”
The commercial is called “The New Kid,” and its use of technology, as well as its theme, set it apart from other holiday ad campaigns from Dick’s Sporting Goods.
For Dick’s, the approach is a change from previous years, when its holiday ads typically told the story of a single product and how it can create lasting memories, CMO Ed Plummer told Adweek. This year, the chain wanted to show how products are more than just products, he said.