Since we knew we had a better story to tell, we decided to forego subtlety. We found a way to directly compare and contrast the two retailers without coming across as aggressive or boastful via a good-natured conversation between two sales associates from Dick’s and “Acme Sporting Goods.”
As the business climate and competitive conditions changed, we quickly developed spots with more price- and savings-oriented messaging.
ACME: What a beautiful bike!
DSG: Oh yeah, it’s a GT!
DSG: Yup. We have Mountain Bikes, BMX, and Road Bikes. The bikes of champions! And you guys, what do you have?
DSG: . . . super.
Buoyed by early success, Dick’s Sporting Goods continued to grow its Texas market share and add stores across the Houston area. And, like every one of their commercials, these spots ended by showing the Dick’s logo featuring the tagline we developed nearly 20 years ago: Every Season Starts At Dick’s.
175 Sully’s Trail
Pittsford, NY 14534