Speciality golf retailer Golfsmith is capitalizing on Masters fever in a series of humorous ads that capture the pain (and passion) of the amateur golfer.
Created by Austin-based agency Preacher, the main online spot sees golfers trying, and mostly failing, to make the perfect shot in a variety of amusing scenarios. The voiceover gives them some sympathetic encouragement -- it wasn't their fault, it was down to their club, and so forth. The ad ends by making the point that with the right equipment, you could be an even better golfer.
The campaign sees Golfsmith broadening its audience beyond the avid and skilled golfer to now also speak to the more casual and / or social golfer during the Masters, a time when many people rediscover their passion for the sport. It also includes several 15-second spots focused on products like clubs, aerated shirts and a GPS watch, all linked to scenarios where golfers make embarrassing mistakes.
Golfsmith is also making moves to enhance its in-store experience and has hired Minneapolis based agency, Knock, best known for its work with Target, to help launch a redesign.