Australia uses S&M to promote women's golf

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SYDNEY -- Shock waves are reverberating through the golfing establishment here with the launch last week of Mojo Partners TV, print and billboard commercials for the 1998 Australian Ladies Masters championship, which use obvious references to sado-masochism fantasies in a $1 million campaign aimed at attracting a young, hip female audience.

"We wanted to change the way the sport is seen by most women and that requires provocation," says Lachlan McPherson, Mojo's art and creative director

The TV spot features a mini-skirted dominatrix wielding a golf club, including driving a ball from a supine male--and slicing off his nose. Mr. McPherson says the intention is to position golf as "a cool sport" for women "and to do for women's golf what Tiger Woods has done for the men's game.

"We broke the ice with our `Have you ever been hit by a girl' campaign last year, so presenting golf through the eyes of a domi nation fetishist wasn't such a shocking concept this year."

Copyright February 1998, Crain Communications Inc.

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