A HOLIDAY HAT-TRICK (from Valslist archives 2012)


I thought it would be fun (as a music tastemaker) to post an old piece I wrote in 2012 about a new band I’d just discovered, The Lumineers… Especially since they just released a great new album in April, “Cleopatra”, and their version of “Blue Christmas” a few weeks ago. Here ya go..

(Val’s Blog -posted Dec 2012)

I don’t know who I’m happier for: the brands, the band or the brothers.

This is one of those examples where the stars align, the karma is good, the plan works; a veritable hat-trick of success. A win-win-win. And I have the comments to prove it.

hat-trick: -n any achievement of three points, victories, awards, etc. by one player in one game.

In this case the game is a TV commercial, the player is the ad agency Anomaly, and the three who really score are Dick’s Sporting Goods, Wilson Sporting Goods, and a favorite new band of mine, The Lumineers.

I did exactly what they wanted me to do. I was up late cleaning the kitchen after Thanksgiving dinner. Alone with my only kitchen companion (I have all boys) – the small screen tv that hangs above my sink – I was half-listening, half-watching as I loaded the dishwasher. Then I heard it. A great song. I looked up. Grabbing the remote, I turned up the volume. And watched. The entire commercial from start to finish, spoke to me. I was touched. Tears came to my eyes, my heart was full. I wanted to tell everyone I know to watch this ad. And that’s exactly what they wanted. SCORE for the ad agency, Anomaly.

It’s a Dick’s Sporting Goods ad about two brothers and a coveted baseball glove (a Wilson A2000 to be exact.) The perfect soundtrack is The Lumineers’ song “Stubborn Love” that says, “when we were young, oh oh, we did enough” … “when it got cold, ooh ooh, we bundled up” … “I can’t be told, ah ah, it can’t be done” … “so keep your head up, keep your love” … It’s an apple pie look at America, with baseball, family, and tradition at its core. The giving of a priceless gift – in a perfectly timed holiday ad – is poignant and relevant. It doesn’t get much better than this. SCORE for the band, The Lumineers.

The prop is something familiar. A baseball glove. Wilson makes it. Dicks sells it. When we watch an ad we expect this: product + retailer = useful information = now go buy it. But this ad has a poignant twist. I won’t ruin the ending for you, but it is genius. And there are very few products that could earn this type of coveted status. SCORE for the glove manufacturer, Wilson Sporting Goods.

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