BBDO New York found an eye-grabbing way to congratulate golfer Jordan Spieth for his remarkable season (he won the Masters, the U.S. Open and the FedEx Cup) on behalf of AT&T last week: using 24,152 golf balls to create a mosaic to the athlete in Dallas. Today the agency is launching broadcast and print ads documenting its tribute to the athlete, who signed a multi-year deal with AT&T back in 2014,
The 30-second broadcast spot keeps things simple, presenting a slow pan out to reveal the mosaic, set to a clip of a announcer Dan Hicks documenting Spieth’s most recent victory. Its real appeal, of course, is the mosaic itself.
“From a creative standpoint, it’s really just to put viewers in the moment of a golfer making a putt (not necessarily a specific putt from Jordan’s season) — hearing the ooos and aaahhs from the crowd and then the ball finally being holed, resulting in cheers,” a spokesperson told AdAge. “What you also hear is Dan Hicks’ commentary from that last putt at the Tour championship as well.”
More impressive is the time-lapse footage of the creation of the mosaic (featured below), which helps put the sheer scope of the project into perspective. The project reportedly took three days to complete, requiring 1,000 man hours from 25 workers to complete the 24,152 ball installation.