Player ambassadors Justin Thomas and Webb Simpson took to the course to star in golf footwear brand FootJoy’s new 2022 ‘Innovation Is A Force’ campaign which rolled out through February 2022 across global TV, print, digital and social platforms supported by paid digital and social elements.
The visually intriguing campaign, which was created by agency Butler, Shine, Stern & Partners (BSSP) in harness with Stept Studios, also stars Will Zalatoris, Max Homa and Sungjae Im and an emphasis on innovation, product shots and glimpses of the PGA’s elite.
‘Innovation is a Force’ launched globally from 5 February and spearheaded by a 30-second spot called ‘FootJoy | Innovation is a Force #FootJoy #1ShoeInGolf’.
The lead ad was accompanied by a series of 15-second high impact videos showcasing FootJoy’s primary footwear launches this Spring. This included the all new Tour Alpha, the athletically-inspired Fuel, the Field, a new addition to the Premiere Series line, and an update to the Pro|SL, the #1 performance spikeless shoe in the game.
“FootJoy has never been a brand to rest on its laurels. Time and time again they’ve revolutionised their products to help golfers of all levels reach a new level of play and push their game forward,” explained BSSP Creative Director Jeff Hornung. “In this campaign, we wanted to highlight FootJoy’s innovative spirit and creative thinking. With quick cuts and crisp visuals, FootJoy’s products and partners shine as they play the game at the centre of it all.”
FootJoy SVP Of brand & Consumer Experience Ken LaRose added: “At FootJoy, we apply on-trend design and leading performance technology to deliver products that allow golfers to look, feel and play their best. This new campaign does a great job showcasing our commitment to innovation for every golfer – from PGA Tour professionals, to elite amateurs, to those new to the game.”
The campaign was created by a BSSP team which included Chief Creative Officer John Butler, Executive Creative Director Sinan Dagli, Creative Directors: Jeff Hornung, Ed Patterson and Justin Hargraves, Art Director Kelly Bernard, Copywriter Forrest Quinn, Head Of Production Liz Corsini, Senior Producers Chrissy Wamsher and Cade Wallace, Account Director Aj Marino and Account Executive Amanda Burtnett.
The production company was Stept Studios with Director Leigh Powis, Director Of Photography Matthew Pothier, Executive Producer David Brickel and Line Producer Nick Erickson.
Comment
This is the fifth campaign from FootJoy by BSSP since they began their partnership five years ago.
The new work from FootJoy, the self-declared leading golf shoe brand for the last 100 years, spans brand and product-oriented creative to highlight the depth and dimension of the FootJoy brand. The creative leverages technical camera setups and striking golf settings featuring unexpected angles of the FootJoy product and visually stimulating footage of PGA Tour Players, as well as amateurs.
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