Sport Chek goes loud with Olympic disclaimer

The retailer has invested half of its media spend on delivering a “warning” during the first day of the games.

Sport Chek is vying to win the PyeongChang Olympics through a major media spend during the first 24 hours of the games.

The sports retailer began teasing the latest iteration of its “What It Takes” campaign on TV social and digital in early January, slowly building presence ahead of the games’ opening ceremonies. The brand has planned a huge TV play – accounting for 50% of its total media spend – through which it hopes to reach 65% of Canadians more than five times during a 24-hour window.

“We wanted to find that opportunity to really disrupt. For us, it made sense to really break through amongst all the other partners during this time, and to own that moment, own that window,” says Sport Chek’s Erika DeHaas, AVP of marketing.

To kick off the campaign, Sport Chek has deployed its main, minute-long TV ad en masse. The spot begins with a slow scrolling warning reminding viewers that “activities associated with the Olympic Winter Games can at times involve substantial risk.” Named “Disclaimer,” the ad enumerates the many dangers of Olympic sports, dramatizing the courage of high-performance athletes who face those risks head-on.

During the next phase of the campaign, the brand will focus on showcasing the stories of the athletes themselves through creative that is less symbolic but still designed to have the same look and feel as “Disclaimer.”

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