JJ Watt Runs Wild in Reference-packed DICK’S Ad

With their entertaining Christmas ad, DICK’S Sporting Goods thread the needle of making a commercial which is brand- and sector-specific while still feeling funny and festive. There’s nothing very Christmassy about sporting goods so DICK’S can’t just take the direct route of trees, food and Santa outfits. They’ve got to be that bit more creative, and with the help of former NFL star JJ Watt and his family they do it in style.

JJ Watt, his brothers and his mom and dad all star in the ad, in which JJ finds himself accidentally abandoned in a DICK’S Sporting Goods after closing time during the holiday season. He takes the opportunity to go hog wild with the displays, exercising with mannequins and snowboarding down escalators like a big kid having the time of his life. Meanwhile mom works out she’s one son short and orders the car turned around so they can rescue JJ from his “best night ever”.

DICK’S ad is an example of how to use celebrities well. As we know from plenty of Super Bowl commercials the temptation to put famous names in your ad doesn’t always lead to a positive outcome. The trick is to make celebrities larger than life, playing on their public personas and using them in an exaggerated, often comical manner, so the ad goes beyond a simple endorsement.

This is exactly what DICK’S does here, taking JJ Watt and playing up the idea of him as a fun-loving dude who’s just plain enthusiastic about sports and loves the chance to cut loose in a sports store after hours. The brand is lucky that the rest of the family turn out to be good actors too, especially JJ’s mom who’s frustrated by her boneheaded kids leaving their brother behind. It’s a fine group performance which makes the ad a whole lot funnier.

But there’s also more to this DICK’S ad than meets the eye at first. The brand has put an “Easter Egg” in every scene – a reference to a classic Christmas movie like Home Alone or Elf. This kind of cultural reference gives the ad strong repeat viewing value. It’s also a great way of getting the attention of the right hand side of the viewer’s brain, which takes notices of things like relationships and wider cultural contexts. So that Home Alone reference isn’t just a bit of fun – it’s adding a layer which actually makes the ad more effective.

Overall DICK’S have done really well here, finding a way to make an ad which showcases their stores and products while still delivering entertainment and humor. It balances holiday spirit with a celebration of sports and fully earns its strong 4.6-Star Rating. The ad will also juice DICK’S sales this festive season with a truly exceptional short-term Spike Rating. Craft, laughs, cultural references and attention to detail – all the ingredients of a top Christmas ad.

Hungry for more festive insights? For a comprehensive look at the 2024 holiday ads, download our “12 Gifts of Christmas” report.

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