Arnold Revisits Sign Boy for FootJoy

BOSTON Sign Boy, the wacky character introduced five years ago in a series of TV ads for FootJoy golf shoes and gloves, returns to the air Feb. 7 during the AT&T Pebble Beach Pro-Am on CBS.

The new effort from Havas-owned Arnold in Boston consists of five executions, including one commercial that features Sign Boy playing Incredible Technologies’ golf arcade game against his pro tour idols.

As a joint promotion, FootJoy is offering the game as a giveaway in an online FootJoy Sign Boy/Golden Tree Sweepstakes (www.footjoy.com/signboy) running through mid-June.

Other new spots show Sign Boy sneaking a peak at the action inside the tent where the pros tally their scores, as well as a ride aboard “Sign Boy Airlines.”

The client ‘s parent company Acushnet in Fairhaven, Mass., spends approximately $7-10 million annually on ads.

—Brandweek staff report