This spot debuted over a month ago, but I still get goosebumps every time I see it. I think it’s a major step in the right direction for a brand that had not previously produced anything quite like this. To this point, much of DSG’s marketing has been traditional, with emphasis on store and product benefits. They have always done a great job utilizing pro athletes, but this commercial makes the youth athletes (their consumers) the stars of the show. It is an example of how a store, or any business, can become more than just a building that sells goods and services. The Untouchable campaign (including social media activation) represents what DSG stands for and gives the brand an identity.
*Editor’s note: I would have preferred they use an original song - rather than swagger-jacking from Rudy, my favorite movie ever.
There is a trend developing in the type of advertising that I have highlighted on this blog - I am obviously influenced by campaigns which elicit an emotional response.