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TaylorMade has brought us to an unexpected place, an abandoned road, to demonstrate just how straight and far golfers will be able to hit the new Qi Irons. Oftentimes, golfers don’t want to hear a golf ball hit the pavement because of a duck hook into the road or a slice onto a cart path. But using a road and its markings is the best way to demonstrate how these irons help you hit the ball straighter than ever. The goal of “The Highway” was to drive home the product benefits in more of an unexpected, fantastical way that would stand out from typical golf commercials that are set on a golf course. And in a way that most golfers would probably never get to do but would love to if they could.
The idea speaks to a universal golfer insight and truth — who wouldn’t want to bang balls down an abandoned desert road?! — while simultaneously delivering on a simple, clear, elevated product benefit story. The concept confidently translates into more ‘straight distance’ for all golfers of all skills, ages and abilities, while creating a look and feel that embraces wide open space and an old western feeling of solitude, but in a modern, cinematic way.
Working in a cinematic style and color palette that is wholly removed from most of the golf category, director of photography Aiden Ulrich captures a desert road under the blistering sun (when in fact it was actually freezing cold) in a way that evokes the solitude and open spaces of classic westerns with a stylish and modern sensibility.
The film takes a product demonstration and pushes it beyond conventional to showcase how it stands above its competitors. As the most accurate distance irons you can play, the spot shows a golfer on an abandoned desert road, making his mark repeatedly on the center yellow line. The result? No twists, no turns — just pure, consistent performance, meaning you can hit your target more often.
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