Book4Golf.com is an online service that helps golfers book tee times, but the new ad campaign is not focused on the game itself. "This campaign is all about the 19th hole," says Gregg Wasiak, CD of the tiny, year-old New York agency called The Concept Farm. "The 19th hole is the bar or the club that players go to after the match to hang out and talk about the day." Book4Golf's slogan is "Every great story starts with a tee time," and in this print and television campaign, they capitalize on real golfers' true stories. "We just talked to people at one golf course in L.A. as they were walking off the green, and got them to tell their stories on camera," explains Wasiak. "We thought it would undermine the campaign if we invented the stories."
No need to invent anything. In one spot, a golf marshal relates a recent incidence of public urination. A woman jogging on the perimeter of the course saw a man relieving himself, and had him arrested for public exposure - though the marshal speculates that from 200 yards away, she couldn't have seen much. "Some of us got short drivers, others got long drivers, what can I say?" he spouts philosophically. The print campaign exploits the same true-facts formulas. In fact, the gentleman with the divot on his head is actually Wasiak himself, the original Mr. Tee. Though he and his creative partner, John Gellos, are avid golfers, the project taught them about a facet of the game they were sadly unaware of, says Wasiak: "You wouldn't believe how many people get naked on the golf course."
Client: Book4Golf.com Agency: The Concept Farm CD: John Gellos/Gregg Wasiak AD: John Gellos CW: Gregg Wasiak Producer: Will Morrison Designers: JayDee Jana/Rafael Soberal Editor: David Gioiella, Northern Lights Post Photographer: Craig Cameron Olsen