On a scale of Live Under Par to 10, I’d give the LPGA’s new campaign a 5. It feels a bit dark but understandably serious given the issues motivating the “Drive On” slogan. In the initial roll-out, Drive On is followed by “This is for every girl” in the first phase of the campaign.
I’m not sure how much an empty-sounding phrase needing another catch phrase to explain puts people in the seats, but that’s the view of players, notes GolfChannel.com’s Randall Mell.
LPGA Hall of Famer Nancy Lopez wiped away tears watching, saying the campaign captured a message the tour has struggled to properly tell until now.
“We’re finally telling the story,” she said.
Stacy Lewis, who will be featured in a future spot, believes the campaign will help grow the LPGA’s following.
“I think if somebody that's a dancer can find inspiration in a golfer, we’ve found a new fan,” Lewis said. “That's what I see in the campaign, is pulling more fans in from other areas.”
The launch video and styling feel incredibly familiar, but I can’t quite place where I’ve seen this style of ad before other than to know we’ve all seen something like it before. Not that there’s anything wrong with that!