Dick’s Sporting Goods Gold in US
Dick’s Sporting Goods, sponsor of TEAM USA at the 2016 Rio Olympics, is airing “Gold in US”, a commercial showing athletes everywhere that we all have gold inside of us. Scenes of athletes in training are shown alongside powerful nature scenes. A voiceover makes the point that gold, the most coveted element of the games, is actually a part of every human body, with everyone containing 0.2 milligrams of gold. Only some have the strength to dig it out. Athletes starring in the Gold In US ad include beach volleyball player Kerri Walsh-Jennings, boxer Claressa Shields, fencer Daryl Homer, gymast Danell Leyva, Paraympic long jumper Lex Gillette and current Dick’s employees Laura Ryan, a diver, and Kristin Smith, a hammer throw athlete. The campaign is linked in with the social media hashtag #GoldInUS.
“When we first heard the stat that gold is naturally found in the human body, we knew there was a special story to tell,” said Dick’s Sporting Goods Executive Vice President & Chief Marketing Officer Lauren Hobart. “The athletes featured in this spot showcase the strength and determination it takes to tap into the gold found within us all.”
Gold In Us Credits
The Gold In Us campaign was developed at Anomaly New York by creative directors Johnny Dantonio and Seth Jacobs, creatives Matt Kalish, Zach Myrow, and Matt Beck, producer Amy Bonin, account director Ji You, business director Damien Reid, project manager Sharon Shang.
Editor was Peter Johnson at Consulate with assistant editor Jeremy Huff, executive producer Lisa Binassarie, and producer Alan Lopez.
Visual effects, design and colour were produced at The Mill by executive producer Sean Costelloe, producer Michael Scarcella, production coordinator Kristy Chooi, shoot supervisors Jimmy Bullard and Eric Pascarelli, 2D lead artist Kieran Harrahan, colourist Mikey Rossiter, colour producer Natalie Westerfield, colour coordinator Evan Bauer.