[beth]

I really dont mind the Rocco commercial. I like the overall message of the commercial, saying that Dicks is a one stop shop for all the major golf brands & the biggest variety in an unbiased way. I think the target audience for the golf commercials is to draw people away from buying their golf stuff from the mass merchandise shops (walmart, target, etc) and shows a better variety than what would be seen in most course pro shops. The use of Chris Anderson (scary tattoo guy) was a bit weird, but younger viewers know who he is and was probably very cheap for them to sign. Does it appeal well to the dedicated high end golfer? No, but Dick's focuses more on the casual golfer who buys lower priced items (maxfli, slaz, walter hagen, etc).

Since the ads are golf based, I dont think it deters any soccer moms from buying their kids' gear there. As long as Dicks keeps a wide variety at good prices, parents will keep going there to get their kids' gear in 1 stop.