Move over Clint Eastwood, there are some new players in town—and they’re professionals.
Professional golfers, that is.
It is noon, and tumbleweeds are loose. The townsfolk peek from narrow window slots, while others scurry for cover and close up shop. We see two men advancing to a sepia golf course. They are focused, and it is not a coincidence that the two simultaneously square off in front of a golf ball—because only one of them can get that ball directly from the tee into the hole with one stroke.
But which “golf-slinger” will reign supreme?
The 60-second spot, directed by Randy Krallman, is part of “Feel the Joy,” a new integrated global brand campaign from agency Opinionated for FootJoy, the golf apparel and shoe company. Starring PGA Tour American professional golfers Will Zalatoris and Sahith Theegala, it portrays what at first looks like territorial enemies ready to start a duel.
However, most classic Western gunfights end up with just one person standing, this tale has a twist.
Not only do Zalatoris and Theegala both achieve a hole-in-one, but they’re also just playing for what seems to be the thrill of the game, showcasing a message of comradeship even in a competitive environment.
“The goal was to let our audience feel the joy,” said Lauren Olson, copywriter at Opinionated. “Despite the high-stakes of the game,” added Nate Corrado, art director at the agency. The spot is the first from the agency for FootJoy.
“Pin Hunters” showcases additional well-known figures and golfing talents, including six-time LPGA winner Danielle Kang, amateur star Anna Davis, Wyndham Clark, the 2023 U.S. Open champion, and Max Homa, the seventh-ranked player in the world.
The ad features a soundtrack developed by the Portland-based agency, a cover of “Big Iron” by country and western icon Marty Robbins, a perfect match to Theegala’s scene blowing smoke off his club instead of a barrel.
The “Feel the Joy” campaign kicks off Feb. 10 during the NBC broadcast of the Waste Management Phoenix Open, also known as “The People’s Open.” It will run throughout the year on The Golf Channel with appearances on NBC during the national golf broadcasts of the Valspar Championship, the Children’s Houston Open and the Valero Texas Open, among others.
The spot will stream on Peacock and the Golf Channel App, as well as online via Meta and YouTube, and through a variety of social media platforms, including TikTok, Reddit, SiriusXM and NBCSports.
The next creative installment, titled “Down the Hole,” is due in March.
“We are incredibly excited to celebrate that emotion and share our passion for golf through the ‘Feel the Joy’ campaign,” said Ken LaRose, SVP of brand strategy and consumer experience for FootJoy in a statement. LaRose added that the “joy” conveyed in the campaign is “central to the golf experience” and to the brand that’s been in the business for over 100 years.