Dogs dressed in sports gear. Roaring fans. That’ll sell merchandise, right?

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The Dalton Agency created the first national TV campaign for, the largest online retailer of official sports gear. The campaign was based on a solid insight: A fan’s passion runs so deep, even sworn enemies can come together to root for their favorite team. Dalton wanted to tap into that passion, and connect with sports “fanatics” in a comedic way.

Branding   |   PR   |   Creative   |   Video

The results: The TV Commercial was shot four different ways, highlighting a different team each time. Which meant getting great performances multiple times. Don’t worry, our dog had a double. Our mailman, not so much.

This campaign successfully communicated that was a place where true fans can shop for everything sports.

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