merit
FootJoy is an iconic golf brand. Over 100 years old, it has a heritage that spans generations and represents the institution of golf.
The problem: the golf institution is being overturned by a new generation of golfers coming to the game for new reasons: because it’s social, it’s visceral, it’s fun.
Our objective was to reposition FootJoy for this broader golf audience by speaking to a broader emotion: the true joy of golf that only a true golfer understands. The game can be difficult and frustrating, yet despite the persistent pressure and tension, there is also an elusive yet ever-present feeling of joy. Our Feel the Joy campaign for FootJoy brings that idea to life in fun, hyperbolic ways.
Our launch spot used classic western tropes and a dynamic cast of characters (professional golfers): Sahith Theegala, Will Zalatoris as our golfer-cowboys, hunting down their foe: the pin. Wyndham Clark, Max Homa, Danielle Kang and Anna Davis round out our cast as sharp-shooters who watch the showdown with tense interest. In giving this revered game a cinematic treatment, we were able to capture the inherent drama and singular joy of skilled sharp-shooters who get the best of a difficult game.
This film is the first step in reshaping the FootJoy brand to make it more relevant to a broader audience. While it just launched earlier this year - and we are awaiting brand tracking and sales data - anecdotal evidence is showing us it’s gaining traction in the golf community. Social media engagement and sentiment have set new benchmarks on FootJoy organic channels with our audience saying things like “One of the best ads I have ever seen,” or “Best ad since peak Tiger Woods.”
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