Sports Authority Holiday Spot Hits the Right Notes

By Russell Falk | December 13, 2013

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Russell Falk

Associate Creative Director

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Russell Falk

Associate Creative Director

Equal parts creative and strategic, Russell is a design force to be reckoned with. From logos and typography to animation and UX, his talents enhance the digital presence of all our clients. Russell’s at his best when creating brands, immersed in interaction design, poring over the latest trends, or crunching through his daily quota of carrots.

General working style:tinker and trim, keep it modular and organized

Thinks in terms of:type, interaction, Eddie Izzard quotes

Favorite low-emission vehicles:hybrid-engine sedan, whisky-powered skateboard

Know any good restaurants?my kitchen (reservations required)

Most commonly absorbing:project briefs, coffee, inaccessible music

I caught this ad for Sports Authority during a recent Clippers-Thunder game and it tugged at me in a way that few commercials do. I’m not a Luddite, fanatical holiday shopper, or obsessive sports fan. I just appreciate a nice message that captures something pertinent about our time, and this one does.

In addition to the usual annual slate of electronics, this holiday season sees the arrival of two new video game consoles, which are now released every six years or so. At the same time, culturally we seem to be more and more experiencing a sort of post-tech-explosion malaise. For many people, the honeymoon bliss of social networks and mobile computing is fading and they’re trying to reconnect with the more organic joys in life.

With all that in mind, this ad from Factory Design Lab seems especially well-timed and on-point. So well done, guys. I don’t have any kids to give basketballs to, but if I did, I’d have to give it some serious thought.

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