An early March video-led campaign for TaylorMade promotes some of the golf company’s products and technical advancements whilst simultaneously capturing the spirit, values and DNA of the brand.
The campaign, created by agency Zambezi, is spearheaded by a hero TV spot called ‘School of Swagger’.
The hero ad is supported by a social vide series created to introduce a new line of high-performance balls co-designed by Fowler himself led by ‘Swear By It, Not At It’ (a 30-second spot that introduces amateur golfers to a new kind of golf ball – one designed and tailored for their needs)
and ‘Lower’ (which promotes new club technology while explaining its benefits in a a fresh, charming way).
The campaign was created for TaylorMade by a team at agency Zambezi which included CEO Jean Freeman, Chief Creative Officer Gavin Lester, Creative Director Jeff Siegel, Associate Creative/Art Director Jamie Kiersted, Associate Creative Director & Copywriter Cody Witt, Head of Content Alex Cohn, Executive Producer Andrew Gage, Senior Producer Timothy Stevenson, Producer Oscar Thomas, Associate Producer Michael Harding, Group Account Director Gordon Gray, Account Supervisor Carly Ayres, Project Manager Lauren Northcott, Chief Strategy Officer Jill Burgeson, Strategy Director Eric Tepe and Strategist Allison Newell.
It was produced by Somesuch with Director Stuart McIntyre,Director of Photography Chris Soos, Executive Producer Molly Griffin, Line Producer Bridgitte Pugh, with post production by FIN, Editor Ian Gibson, Assistant Editor Adam Bonsib, Colorist Ian Gibson, Mixer Kevin Feller, Lead Compositor Damian Allen and Supervising Producer Katrina Nahikian.
The music was by Mophonics Music with Creative Director Stephan Altman, Head of Production Shelley Altman and Arrangers Stephan Altman and Adele Etheridge Wooodson.
Comment:
This works marks something of a shift in the brand’s marketing focus as its moves on from functionally highlighting new technology towards focusing on explaining how new technology benefits consumers in a fun and engaging way.
Ricky Fowler is one of golf’s freshest and often funniest golf endorsers and among his most comic spots were his ‘Getting Golf Ready’ ads for Farmers Insurance.
Links:
TaylorMade
https://www.taylormadegolf.eu/
https://www.youtube.com/user/TAYLORMADEGOLF
https://twitter.com/TaylorMadeGolf
https://www.instagram.com/taylormadegolf/
https://www.facebook.com/TaylorMadeGolf
Zambezi
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