DICK'S Sporting Goods is ringing in the holidays with a brand new campaign led by legendary NFL defensive end J.J. Watt.
Co-starring are the rest of the Watt family members, namely brothers Derek and T.J., as well as parents Connie and John.
"A Watt Holiday Classic" is an aptly-titled spot that joyously references several iconic holiday movies like "Home Alone."
Led by DICK'S Sporting Goods in-house creative team and produced by Hungry Man, the campaign marks a happy return for Watt, who became a DICK'S House of Sport brand partner back in March.
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In a press release, the three-time AP NFL Defensive Player of the Year shared his love for DICK'S Sporting Goods, highlighting the Watt family's excitement during the filming of the campaign.
"Getting to re-enact our favorite holiday movies and start my gift shopping a little early was a blast, and with the massive selection of products, I could've spent all night in there!" he concluded.
DICK'S Vice President of Creative and Entertainment Mark Rooks chimed in, praising the Watt family's energy, humor, and commitment to the spot.
The campaign runs across broadcast, digital, social, and streaming.
With its numerous references and comedic timing, the new DICK'S spot is a hilarious campaign that leverages the acting chops of its all-star cast.
The holiday effort is a great example of the power of brand storytelling in creating a compelling ad.
All Alone at DICK'S
The 90-second spot is a mashup of beloved Christmas classics like "Elf," "National Lampoon's Christmas Vacation," and "A Christmas Story."
It opens with the Watt family huddling up around a shopping cart at a DICK'S location. With only five minutes left until closing time, dad John Watt comes up with a plan for the family to get everything they need in a hurry.
Splitting up, the family quickly gathers a dozen Stanley cups, a Nike hoodie, a Rawlings baseball glove, and a shopping cart's worth of Wilson footballs.
With their mission complete, the family piles into their car and drives home, mistaking a pile of products for J.J. during a headcount.
Back inside DICK'S, J.J. realizes that he's "made his family disappear," a reference to Macaulay Culkin's iconic line from "Home Alone."
Realizing he has his favorite store all to himself, J.J. begins a wild night of fun at the store:
- Rollerblading through the halls
- Making a mess in the golf section
- Wearing as many hoodies as he can
- Longingly staring at Houston Texans merch
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More sports-related hijinks ensue as the Watts finally realize that they left J.J. back at the store.
Cut back to J.J., who walks out the door right into a security guard who humorously informs him he can't trespass. Instead, he should go to the DICK'S website, which is open 24/7.
Finally meeting up with his family, J.J. stops to put a plug into a socket that he finds lying around, which turns out to be the DICK'S holiday decor, which turns on to light up the storefront beautifully.
The four Watt boys stop to admire the lights before mom Connie Watt tells them to get back in the car, ending the spot.
Being a professional football player doesn't only mean achieving fame as an athlete but also working with big brands as endorsers.
Back in September, Applebee's tapped NFL stars Brock Purdy and Saquon Barkley for a hilarious campaign.
Later in October, the NFL teamed up with The Simpsons for an immersive animated special.
