MacGregor’s Everyman as Hero

Never mind Tiger Woods. This is about Tourney woods.
Abandoning the star-centered advertising that has driven many golf product campaigns, new MacGregor print and broadcast work from Howard, Merrell & Partners focuses on ordinary players who reach their full potential with the right equipment, like the client’s new Tourney clubs.
In a series of humorous but understated television spots, premiering today on cable’s Golf Channel, driving range duffers become expert marksmen and tee shots turn into daylong strolls on a course.
“We’re trying to establish player as hero, as opposed to celebrity as hero,” said Scott Crawford, creative director at the Raleigh, N.C., agency, about the $8 million campaign.
Saying the “subtle” ads “take more of an arm-around-the-shoulder than an in-your-face approach,” Crawford added the point is “not to make a huge claim, but a real claim
. . . [with] a real guy, who’s suddenly experiencing the little bit of delight that comes when you realize that you’re doing exactly what you’re supposed to do.”
One spot, “Driving Range,” shows a hapless range employee trying unsuccessfully to eat a sandwich while retrieving golf balls in a caged vehicle, which is repeatedly drilled by vicious shots from a portly but determined looking man in his 50s. “Feel what you’ve been missing” is the tag.
“We’re talking to real golfers [with that spot],” Crawford said. “You see the guy in the cage and you want to hit him. It’s hard to resist. And these new clubs are all about the control you get.”
In “Beard,” a golfer tees off and walks to his next shot. And walks. And walks. “Feel the power,” the voiceover implores.
Print ads, now appearing in golf magazines, are more product oriented in showcasing the client’s technological advances.
Besides Crawford, campaign credits include art director Scott Ballew, copywriter Jeff Seide, account supervisor Bob Bourgeois and director Allen Weiss.