DDB TV, Print Update LPGA

DDB Needham Dallas is launching the first leg of an ongoing branding campaign for the Ladies Professional Golf Association.
A 30-second television spot featuring Nancy Lopez began airing last week. It will be followed by a second ad breaking March 26 during the Nabisco Dinah Shore tournament on ESPN2 and ABC.
A supporting print ad pays tribute to Annika Sorenstam, Rolex’s 1997 Player of the Year. Copy reads: “She’s polite, considerate and genuinely friendly to her fellow competitors. It’s like getting your butt kicked by Miss Manners.”
The campaign introduces the tagline, “Hey, we can play.”
The TV commercials and print ad represent the first work from DDB Needham since it was hired by the client in October. The Daytona Beach, Fla.-based organization is expected to spend $5-10 million on its first concerted branding effort.
“Our job is to help revitalize a nearly 50-year-old brand, and we felt that we needed to do something dramatic and memorable,” said Jake Schroepfer, chief executive officer and president of DDB Needham Dallas. Schroepfer said the ads aim to make fans aware of the skills of LPGA players, as well as their colorful personalities.
The agency is also beginning production this month on additional TV spots that will feature several LPGA players, including Karrie Webb, Kelly Robbins, Laura Davies and Sorenstam. DDB has signed director Joe Pytka for future commercials.
Television work will air throughout the golf season during LPGA broadcasts on ABC, NBC, CBS, The Golf Channel, ESPN and Lifetime. Print ads will run in markets hosting LPGA tour events and in targeted national publications.