Dick’s Sporting Goods taps Will Arnett, Kathryn Hahn in new ad campaign
Dick’s Sporting Goods is promoting its online offerings in a humorous new ad campaign featuring two Hollywood actors.
The campaign, called "Click On Dicks," stars Will Arnett and Kathryn Hahn, It was produced in partnership with creative agency Juxtapose Studio and production company London Alley and directed by screenwriter and actress Lake Bell.
The new Dick’s campaign features two 30-second video spots. Arnett portrays a character caught in the rush of forgetting to pick up soccer cleats for his daughter and Hahn plays a character hysterically searching for the best gear for her nephew's basketball tryouts.
Through multiple vignettes, both can be seen online shopping, discovering a wide assortment of items with unexpected ease and bragging to their families about their Dicks.com experience. The “Click on Dicks.com” campaign is now running across broadcast, social and streaming services such as YouTube, Amazon and Netflix.
Efforts Dick’s has made to enhance its e-commerce experience include deploying artificial intelligence (AI)-based software from Metrical to reduce cart abandonment by applying deep, real-time data to determine what will prompt a customer to stay with their purchase, with plans to broaden its use of AI-based personalization across all customer interactions and stages of the shopping journey.
The company has also acquired digitally native specialty outdoor retailer Moosejaw from Walmart. Dick’s reported better-than-expected third-quarter earnings and sales and raised its full-year profit outlook during its most recent quarterly release.
"If you are or you know an athlete, these situations will feel familiar – it's the week of tryouts or the day of the game or you're about to start a new fitness activity, and that new gear is needed now," said Emily Silver, chief marketing officer of Dick’s Sporting Goods. "We understand how important those moments are and that's why we are committed to making the online shopping experience seamless, fast, and fun! Even if the need isn't urgent, we want this lighthearted, humorous campaign to show viewers the joy and convenience that defines the online shopping journey on Dicks.com."
Founded in 1948 and headquartered in Pittsburgh, Dick’s Sporting Goods operates more than 850 Dick’s Sporting Goods, Golf Galaxy, Public Lands, Going Going Gone! and Warehouse Sale stores, online, and through the Dick’s mobile app. Dick’s also owns and operates Dick’s House of Sport and Golf Galaxy Performance Center, as well as GameChanger, a youth sports mobile platform for live streaming, scheduling, communications and scorekeeping.