CLIENT
Amart Sports
ROLE
Creative Director
FORMAT
30″ TVC, national
Price-led retail ads tend to look the same: a shoe, a price and a starburst. For Amart’s 50 for $50 offer we wanted the deal to feel like an event, so we handed it to Coach Mike, Amart’s recurring character played by Mike Goldman.
Coach Mike’s reaction on the shop floor sets it up. Then the product takes over, with fast, clean price cards for Nike, New Balance and adidas runners at $50 each, before we cut to the aftermath: a mountain of shopping bags.
It does the hard-working retail job a sale ad has to do, without forgetting that Amart’s brand runs on a sense of humour.
