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DSG: DSG Family Gear Priced to Win
Pittsburgh-based creative agency Where Eagles Dare is back with an energetic new campaign for DSG, the performance apparel and hardlines brand from Dick’s Sporting Goods known for its quality, affordability, and inclusivity.
The stylish spots feature vignettes of active families running, training, practicing yoga, and playing sports, showcasing the breadth and authenticity of the collection in a series of quick cuts, transitions and changing looks across families, sports, and sidelines. The centerpiece of the campaign is a :30 hero spot set to the popular track “A-Punk” by indie rock band Vampire Weekend. The song perfectly complements the dynamic visuals, creating an atmosphere of excitement, adventure, and family fun. In addition to the :30, there are shorter versions (:15s and :06s) and different formats that will run across social, broadcast and connected TV. The spots end with the tagline, “Family Gear Priced to Win,” driving home the brand’s commitment to affordability. “We wanted to create a welcoming and upbeat campaign that not only highlights the incredible quality and value of the DSG brand, but also lets people know that DSG is for the entire family, and is only available at Dick’s,” said Brian Franks, Founder/ECD of Where Eagles Dare. “Utilizing different vignettes and transitions, we were able to include 64 looks changing across a diverse cast of family members. All to the earworm-worthy song A-Punk, which brings the good energy vibes.”
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