Perhaps more than any other sport, golf can feel like a competition against yourself, rather than other players. Golfers face the course alone, and their performance results in an objective, numerical result. You do better than last time, or worse.
A new campaign from Titleist, the most recognizable brand name in the sport, taps into golfers’ desire to outdo themselves. Incremental changes in swing and stance —and yes, equipment—can make a huge difference.
Even more than two decades after the ascendancy of Tiger Woods proved that old, white men were no longer the favorites on the green, the sport is still predominantly white and male, so the makeup of the cast is aspirational, rather than representative. A 60-second spot from Connelly Partners for Pro V1 and Pro V1x golf balls features a diverse range of actual amateur golfers pushing themselves to improve.
In contrast, a spot for the Titleist AVX golf ball is focused on the science of the swing, with the numbers to match. The campaign includes TV, digital, social, in-store and print placements and will run through Dec. 2020.