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FOR IMMEDIATE RELEASE
PGA TOUR ROLLS OUT NEW SPOTS IN YEAR-LONG MARKETING
CAMPAIGN TO PROMOTE INAUGURAL FEDEXCUP SEASON

Tiger Woods To Make His PGA TOUR Ad Debut; Phil Mickelson and Other Stars in Marquee Roles

PONTE VEDRA BEACH, FL (March 23, 2007) – Starting this weekend, the PGA TOUR will roll out a new set of ads featuring some of the TOUR’s top players, including the most recent No. 1 golfers in the world, Tiger Woods (2006) and Vijay Singh (2005). The campaign, created by the PGA TOUR and its advertising agency, GSD&M of Austin, Tex., is designed to show in a lighthearted fashion the players’ competitiveness and determination to win the new FedExCup.

The six new 30-second spots will air during network and cable golf telecasts, and in other sports programming on network and cable. The ads are part of an unprecedented year-long campaign promoting the inaugural FedExCup competition, which culminates with the first-ever four-tournament PGA TOUR Playoffs for the FedExCup beginning in late August. The campaign will be supported by print, online and radio executions throughout the season.

Highlighting the campaign in his PGA TOUR ad debut are two spots featuring Woods in support of the FedExCup. In the first spot, “Voices,” Tiger points out there is one significant accomplishment he hasn't won…yet. In Woods' second spot, called "Sign," he seeks a sign from the portrait of legendary golfer Bobby Jones to let him know if he has a chance to become the first-ever FedExCup winner. Mickelson, who also is featured in another “Voices” spot, relays that some challenges in golf are more fun than others, like becoming the first season champion.

“This campaign focuses on promoting the most exciting and significant change in the TOUR’s history – truly a new era in golf,” said Ric Clarson, PGA TOUR senior vice president, Brand Marketing. “From Tiger to Phil to Vijay and the more than 20 players featured in the campaign, the passion and desire to win the FedExCup is clear and evident in these humorous spots.”

Are they humorous spots because the players are exuding a passion and desire to win the FedEx Cup?

“We are proud to work with the PGA TOUR during this exciting time in golf,” said Roy Spence, president and founder of GSD&M. “The new work builds on our existing relationship with the TOUR and is the most compelling and inspiring creative to date. It connects the fans with the competitive edge of the players and their desire to win the FedExCup.”

Oh Roy wins this quote-off, hands down.

A further look at the campaign:

FIRST KISS – features a mix of young PGA TOUR stars, including Adam Scott, courting the coveted new FedExCup trophy by reciting lines of poetry in a Shakespearean style.

MIRROR, MIRROR – features 2006 Rookie of the Year Trevor Immelman talking to himself in a locker room mirror pretending to be interviewed after winning the inaugural FedExCup, when he’s caught by veteran Vijay Singh.

BELLHOP – features Retief Goosen and J.J. Henry being duped into forking over a hefty tip by the bellhop after arriving at a hotel for a tournament and being told they’re “his pick” to win the inaugural FedExCup.

Wow, there's a future staple of YouTube.

WINNING PUTT – features Stuart Appleby practicing on an empty course, whispering to himself and dreaming that his next putt is to win the FedExCup.

DO NOT DISTURB – features Ben Curtis playing a trick on Zach Johnson in a hotel the night before a tournament in order to get an edge in the FedExCup points race.

What, Chad Campbell was doing stand up that week and couldn't do the spot? 

Comments

[Hawkeye]

"Lines of poetry in a Shakespearean style"? How do you fit "win zone" into an iambic pentameter?

[AHW]

Please tell me all of this is a joke, or I will lose all faith in the concepts of democracy and freedom of speech forever. Somebody check what's in the tap water in Ponte Vedra, please...

[adam]

It's not whats in the water, it's who's drinking it. Certainly not golfers. Practical jokes to get an edge in competition is bad form and reflective of how far away from golf these guys have strayed.

[Ty]

What do you think Bob (Combs) of the new indices for the ad campaign? Oh, and any idea if Tiger and Phil have cashed those money orders?

Ty, the only ones cashing in are your marketing clowns down in Texas, GSD&M. How'd you find these idiots? Grand Shake Down & Manipulation if you ask me! I remember you telling me you meet these guys at a biker bar down on 4th Street, were there any women there if you can reval?

Com'on Bob, this shits great, look how far it took the LPGA? People love a warm, gay, satirical display of nonsense, it grabs their attention, brings out their femanine side.

Ty did you ever play competitive golf beyond the AJGA? I mean seriously, what is this shit? How am I suppose to face the press room with seasoned writers staring me down like I'm some cross-dressing socialite in my spare time? You get to hide in this office Ty, I'm on the front lines each week where your making my job a living hell, can you grasp my situation?

Bob I've got this champagne/saphire cocktail dress, how tall are you..........

[Chuck]

The only problem in all of this is that the filming and production of the first spot featuring Tiger had been all set for the week of The International.
Now what?

[jneu]

And not that there are any original ideas, but the "First Kiss" spot is a direct ripoff of the commercials the NBA has run with basketball players professing their love for the championship trophy.

[NRH]

Please excuse the Tour from promoting their new format in its first year. Also, be sure to overlook Tiger's participation in the campaign amid all the speculation that he will give up his membership and form his own tour.

[F. X.]

Ty, Ty, check this idea for a FedEx commercial...it just came in from that Scheckelman site:

POV: camera in ceiling of a bedroom. We see a couple sleeping. Camera closes in on one of the pair. We see it's Tiger. Dissolve into his dream. We see Tiger in the middle of the fairway, taking practice swings

Announcers Voice: "If Tiger gets up and down he wins the tournament and locks up the FedEx Cup."

SFX: sound of Tiger nailing his shot; ball landing; it checks up to about 4 inches.

Announcer: "It's a tap in for the championship and the first FedEx Cup!"

Cut to: Tiger taps in and does the Beem dance

Cut to: Tiger is handed the FedEx Cup and steps up to the mike

Tiger: Thanks, Dude!

Cut to: smile on face of sleeping Tiger

SFX: FedEx Logo

SFX: words appear under logo: Thanks Dude

fade to black

[John Sullivan]

I still say its a great big yawn. Who cares .

[Scott T.]

Any time you see the phrase "compelling and inspiring creative", you know that the MBA BS-BINGO LINGO meters are pegging, and you should reach for your bingo card...

Blechhh....and it usually isn't EITHER....

[86general]

Maybe I'm way behind in the discussions of the FedEx cup on this site, but I guess most people think it's a stupid idea?

I guess we'll see how stupid it is after it's had a chance to play itself out a few times, but I can understand the negative reaction, since a) the major championships have been the clear focus of pro golf for years, and b) seasonal "championships" like the WSOG, the Tour Championship, and the WGC events haven't really made much of an impression on the viewing public or the players, at least not so much to even threaten the status of the majors.

Golf Digest did a great story on the FedEx cup, which everyone should read because it explains not only the system itself in great detail, but the background factors that lead to the creation of the Cup.

Sports spectators love tournaments and championships, like the NCAA basketball tournament, the NASCAR cups, etc. I really believe there is a chance they can create some excitement with this event, although admittedly it is very "un-golf." But if there is a chance that the concept of a season ending tournament can be successfully applied to golf, it's worth trying, IMHO.

What does everyone else think?

[Gerry]

Nice work 86 ... gee, someone that is willing to 'wait and see' ... what a concept! ... the rest of you, they are JUST COMMERCIALS (or PSAs, whatever), get over it! ... the negativity is laughable on this site ... I'm sure most of you could run a much better PGA Tour than we have here in the United States -- if you weren't complaining so damn much.