The holiday advertisement released by Dick's Sporting Goods puts its focus on families.
The commercial was meant to evoke a sense of comfort and family values, going so far as to enlist the help of a real family instead of actors. The holiday advertisement follows a family as they celebrate the holidays, with its patriarch describing his career as a coach and mentor. After unwrapping his gift to find a tiny pair of Adidas sneakers, the subject learns that he will soon be a grandfather. The touching commercial is intimate, personal and focuses on family values, making it relatable to most viewers. The subtle addition of Adidas sneakers ensures that the viewer knows that the commercial is for a sporting store, while keeping its spotlight more sentimental.
By not focusing on consumption as its main theme, Dick's Sporting Goods' familial advertisement relates to its target demographic in an authentic and approachable way.