22squared has launched a new campaign for the PGA TOUR Superstore to tee of the 2017 golf season.
The new campaign entitled, ‘Golf Season Is Back’ includes of a series of short videos, with the central spot “Line”, featuring multiple major championship winner Jordan Spieth.
The ads were released via PGA TOUR Superstore’s social channels.
DIVERGE spoke to Kevin Botfeld, SVP, Executive Creative Director, 22squared to find out more:
Where did this idea for this campaign come from? The Season Kickoff campaign has been running for the last three years featuring Rickie Fowler and Lexi Thompson with Cobra/Puma. This year, the idea was to feature Jordan Spieth and Under Armour. Once we knew Under Armour and Jordan signed, we began to write simple stories that captured his unique down-to-earth, approachable, personality.
Why is the Under Armour and PGA Partnership ideal? Under Armour is a brand that is yet in its infancy in the golf space; they sell apparel, but not equipment. PGA TOUR Superstore is in a unique position in the golf industry where, despite challenging times for the industry, the brand continues to grow with new stores opening in 2017. So, in short, both PGATSS and UA are doing their part to get golf growing again and by engaging Jordan Spieth they now have one of the best and most popular golfers in the world helping them.
How does Jordan add to the campaign? As the PGA TOUR Superstore, we have the unique ability to work with the best golf brands and golfers in the world. Jordan is a golf celebrity. He’s one of the best players on the TOUR or the planet for that matter. To be able to feature him adds credibility to our brand, our idea, and our message. During the process of working with Jordan, we found him to be extremely professional and focused on the task at hand, but also able to perform in a way that demonstrates his personality which is unique and very personable.
Why is him holding his place with a coin significant for those who might not know a lot about golf? When a golfer is on a putting green and preparing to putt, it’s common for them to set a coin (aka ball marker) down on the green so that they may remember where their ball is on the green.
When and where will the ad air? How long? It will air on Golf Channel starting 3/31 until the first of April. So roughly a month on air during coverage for The Masters and a few other key tournaments in April.
Creative Credits
Client: PGA TOUR Superstore
Campaign Title: Golf Season Is Back
Commercial Title: Line
Agency: 22squared
Agency Location: Atlanta
Executive Creative Director: Kevin Botfeld
Copywriter: Matthew Zaifert
Art Director: Kevin Taylor
Producer/s: Karen Urquhart
Account Director: Mark Belot
Senior Account Executive: Mallory Simpson
Production Company: PF100
Director: Jeff (Gonick) + Pete (Novosel)
Executive Producer: Barry Sonders
Producer: Malcolm Wax
Editorial Company: Slice
Editor: William Rossiter
Audio Record & Mix: Sound Asylum
Sound Design: Matthew Reisinger
