Dick’s Sporting Goods Taps J.J. Watts and Family For Holiday Campaign Inspired By Classic Christmas Movies
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Dick’s Sporting Goods is paying homage to a few quintessential holiday movies with its latest ad campaign, “A Watt Holiday Classic,” starring J.J. Watt and his family. The former NFL defensive end was named a brand partner for Dick House of Sport earlier this year.
After bringing in Will Arnett and Kathryn Hahn to star in a campaign earlier this year, the retailer has now enlisted the famous Watt family for the holiday season. With J.J., Derek, T.J., Connie and John all featured, the commercial shows the family in a chaotic pursuit of specific items at Dick’s Sporting Goods. Viewers might notice several nods to classic holiday movies including “Home Alone,” “Elf,” “National Lampoon Christmas,” “A Christmas Story” and “Love Actually.” J.J. rocks a pair of the Nike Dunk Low Retro Pandas throughout the ad.
Referencing the 1990 film “Home Alone,” the Watt family realizes they forgot J.J. at Dick’s Sporting Goods. “I made my family disappear,” he says in an imitation of Macaulay Culkin’s iconic character Kevin.
Later on, in a reference to perhaps the most famous scene from the 2003 rom-com “Love Actually,” the security guard of the store holds up handwritten cards to send a message to J.J.: “Just because it’s Christmas — doesn’t mean you can trespass. Just go to Dicks.com, it’s open 24/7.”
An official release for the campaign includes a statement from the retired NFL star.
“Any chance I get to spend some extra time at Dick’s Sporting Goods, I take it. And our family definitely made the most of this one,” said Watt. “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!”
Mark Rooks, vice president of creative and entertainment at Dick’s Sporting Goods, also made a statement. “J.J. has been a great partner this year. After the fun we had filming ‘J.J.’s House,’ and during a time that is all about family and friends, we knew we had to bring him back in-store and find a way to incorporate Derek, T.J., Connie and John,” said Rooks. “All five of them really brought their A-game and filled the set with energy and humor. While we are happy J.J. feels so at home in a DICK’S Sporting Goods, we will have to gently remind him of our closing time.”
Watch “A Watt Holiday Classic” here.
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