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

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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