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?