‘The New Kid’ is a charming story about the DICK’s Sporting Goods products coming to life once the customers have left and the shop has closed, and sees Anomaly, directors Shawn Levy and Will Gluck from Pacific Rim Films, and MPC partner up. Taking inspiration from feature film Night at the Museum – also directed by Shawn Levy – the objects, from Nike and Adidas shoes, to Louisville Slugger golf clubs, roam freely around the store and play games before the shop reopens and normality is resumed. The fun campaign is a departure from Dick’s Sporting Goods previous advertising efforts, and it is the most that the brand has ever invested in their advertising.