TaylorMade : I Am a Golfer

In a multimedia effort that includes print, outdoor and collateral, TaylorMade is positioning itself as "the brand for authentic golfers," says NYCA CD Michael Mark. "Authentic golfers are those who have the game in their blood. They may be amateurs or professionals, but they share the same values and passion for golf. 'I Am a Golfer' celebrates and recognizes all levels of golfers as golfers first. More than a trophy, more than a score, you're a golfer if you love the game. It's time for TaylorMade to connect with golfers on a deeper emotional level." Hence ads like the one featuring a golfer with artificial legs (see the PDF), and www.iamagolfer.com, which tees off with some rather obsessive golf propositions, like "Its rules are my laws," "The course is my home" and "Golfers are my family." At any rate, we open with a portrait of Paula Creamer, 19-year-old LPGA Rookie of the Year. Though there are several photographers involved in this campaign, this shot is from Wire Image.