While most athletic apparel ads are filled with glorious images of athletes celebrating their achievements and triumphs, Russell Athletic's 'Dear Seniors' ad takes a very different approach. Instead of championing those students who go on to professional sports careers, the ad celebrates the lessons learned by those who never play again after graduating.
Created by the ad agency Barkley, the Dear Seniors ad showcases the valuable life lessons learned by those who play amateur football in high school. The 60-second long ad features the voice of high school football coach Kyle Ralph, who explains how playing the game builds character and helps each player learn to overcome adversity.
While it may seem counter-intuitive to focus on student athletes who don't go on to continue playing, the ad emphasizes how Russell Athletic sees the value in playing sports at every level.