MMB Makes Long-Distance Call for Top-Flite

BOSTON McCarthy Mambro Bertino this week unveils TV work for golf brand Top-Flite that introduces the tagline “Distance yourself,” the agency said.

The effort depicts athletes from all over the world experiencing a sudden loss of distance. A soccer player sees his ball freeze in mid-air, halfway to the goal; a high-school football kicker and an Olympic javelin thrower suffer similarly frustrating fates. The spot concludes by telling the audience that Top-Flite has taken all the distance (from these other sports, apparently) and put it in its new golf ball, the Strata TL Tour.

“We want them to once again own distance. And in these spots, they literally do,” said Fred Bertino, president of MMB, a Boston-based independent shop. Last year’s ads for the brand took a broad-based branding approach and had been tagged “Golf nation.”

The client spent about $15 million last year on ads, per TNS Media Intelligence/CMR.

The spot will air on The Golf Channel during high-profile PGA Tour events. The campaign also includes print ads which will run in Golf Digest and Sports Illustrated, among others.

“The Top-Flite brand remains one of the most recognized brands in golf, but we had to take a serious look at what’s been done,” said Jamie Bosworth, client vp of marketing, in a statement. “Golfers are fascinated by the long ball and Top-Flite products can help golfers of all abilities benefit from the distance technology that’s found in every golf ball.”

Josh Caplan served as copywriter. Matt Rockett handled art direction.

Top-Flite Golf is a wholly owned subsidiary of Callaway Golf.