This week, the golfing association breaks five new TV spots to coincide with its 2000 season.
The tongue-in-cheek creative from GSD&M, Austin, Texas, features a variety of players on the tour getting ready for the coming season in unusual ways.
One ad, for instance, shows golfer Stuart Appleby alone on the tee driving balls. When he's almost finished, a front-loading construction truck rolls up and dumps thousands of balls at his feet. Mr. Appleby simply waves and says, "Thanks again," as he continues to swing away.
The tagline "Are you ready?" refers to both players and fans, said Kent Simon, account director on the tour at GSD&M.
"We wanted to show the absolute obsession of golfers and their game in getting ready for the season. They don't really have a spring training or anything like that," Mr. Simon said.
`GOOD' THEME CONTINUES
The latest tour work continues the GSD&M-developed theme "These guys are good." The new ads will roll out this month, but the PGA Tour plans to run them alongside its '99 ads throughout the year in both paid and barter time.
The ads not only target people who already watch golf but the occasional viewer who's a fan of other sports.
"The next best person to try to reach is the sports fan," said Keith Guyett, VP-account director at GSD&M. "We try to show them that golf is as exciting and has as much drama as any other sport."
The PGA Tour is hoping the ad campaign will extend the momentum of 1999. The golf organization enjoyed increased TV viewership and tournament attendance, as well as dynamic play from players such as Tiger Woods, David Duval, Sergio Garcia, Carlos Franco and Notah Begay.