Bicoastal Pony Show Entertainment director Peter Berg inspires triumph in the face of defeat for Dick’s Sporting Goods in the driving new :60 “Next Season Starts Now” out of Anomaly, Worldwide. The spot harkens back to Berg’s much-loved TV series and film, Friday Night Lights, following a selection of young men and women—all real athletes—who are inspired by a coach’s post-loss locker room speech.

“Next Season Starts Now” opens on young athletes downtrodden after a loss: we see defeated post-football game locker rooms, a pained runner on his knees at the finish line, a soccer player bested by another. An off-screen coach intones, “It’s tough to come this far and lose. It hurts. But you are defined in life by the way you respond to defeat. That pit in your stomach: fill it with fire.” The athletes then train with renewed fervor: they jog, they toil in summer jobs as construction workers and dishwashers; they lift, they practice. “You promise yourself that you will come back untouchable,” says the voiceover. We see the young athletes sink baskets, sack quarterbacks, out-dribble defenders. The spot concludes on the super “Come back untouchable,” and “Every athlete, every team, every championship. Every season starts at Dick’s Sporting Goods.” The Dick’s logo closes out the spot.

About Pony Show Entertainment

Pony Show Entertainment EPs, Susan Kirson and Jeffrey Frankel, produce award-winning commercials and integrated projects with a roster highlighted by Peter Berg, Spike Lee, Baz Luhrmann and Jean-Paul Goude, as well as other dynamic commercial and Hollywood filmmakers. Find out more at www.ponyshowent.com.

Credits:

Client: Dick’s Sporting Goods

Airdate: Currently airing

Title: “Next Season Starts Now” :60

Agency: Anomaly, Worldwide

CCO: Mike Byrne

Creative Director: Seth Jacobs

Art Director: Matt Walton

Copywriter: Johnny Dantonio

Head of Production: Andrew Loevenguth

Agency Producer: Carrie Lewis

Production Company: Pony Show Entertainment, Bicoastal

Director: Peter Berg

DP: Tobias Schliessler

Executive Producers: Jeffrey Frankel, Susan Kirson

Producer: Fern Martin

Editorial Company: Consulate Editorial, NY

Editor: Chad Sipkin
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