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