Bell wrote and directed the ads, describing them as “filmic, comedic nuggets” that highlight common parental challenges, with some added quirky twists.
“We wanted to make sure it felt super relatable and familiar,” Bell said. “And when you hire Will and Kathryn, you’re asking them to shine—you give them a skeleton of a script and let them do their thing.”
‘Improvised vibe’
The commercials are meant to capture a frenetic energy—reflecting not only the rush of sports but also the adrenaline that gets caretakers through their jam-packed days.
Calling it “a loose set,” Hahn said she connected with “the improvised vibe of the whole thing.”
Hahn, whose commercial CV includes HubSpot and Chrysler, has been a longtime Dick’s consumer, buying for herself and her two children, which helped tip the scales on the endorsement, she said.
“I always look at whether the brand aligns with my values, and also, is it going to be freakin’ fun,” Hahn said. “With this project, I got to dress up and play—it was like my Tracey Ullman dream come true.”
Arnett—also an ad veteran and frequent voice over artist, most recently for the Reese’s Super Bowl spot—liked the departure from Dick’s inspirational anthems into lighter territory.
“Historically, they’ve done great commercials, quite earnest in a good way,” said Arnett, a self-proclaimed die-hard sports fan. “But this is different, and I knew it would be a fun environment.”
Generous giveback
Through its decade-old foundation, Dick’s gave Bell, Hahn and Arnett $100,000 each in Sports Matter grants to donate to youth programs of their choice. The collaborators all cited the charitable component as a key reason to be involved in “Click on Dicks.com.”
