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18 November 2019

Secret Shenanigans

by Syd Briscoe

Dick's Sporting Goods: “The New Kid” - 90s

An army of leisure equipment takes over a store to welcome their latest arrival in this impressively realised ad for Dick's Sporting Goods. Christmas magic is in the air when the customers leave and the lights go out, leaving no witnesses when the shop begins to come to life.

A Tim Burton-esque soundtrack accompanies the action as balls bounce, clubs crawl, and rackets run to greet a colourful new running shoe. The fun that follows is as whimsical as it is astutely executed - an adult rendering of a childlike fantasy.

Of course, things reach peak ‘Toy Story' when the morning comes, as each item rushes back to its place before it can be seen. Although many have paid homage to the Pixar series by now, this offers a slick and and sporty twist on the formula.

Animation: MPC Ⓟ Ⓦ

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