MMB Shares ‘Belief’ for Ben Hogan

BOSTON Ben Hogan Golf this week launches a 30-second TV spot called “Swingers,” timed to the start of the Masters tournament and running through September on The Golf Channel.

Sans dialogue or voiceover and touting the new C-S3 driver, the ad, via independent agency McCarthy Mambro Bertino in Boston, simply plays music as video scenes of pros such as Hank Kuehne, Jim Furyk, Bernhard Langer and May Wood depict imagined “swings” in airports, hotel rooms, laundromats, kitchens, parking garages and other locations.

Overlay text, “Once you put it in your hands, you can’t get it out of your head,” concludes with the tagline “Believe.”

A unit of Callaway, Ben Hogan spent $1.3 million on ads in 2004, per TNS Media Intelligence, down $2 million from the year before.

MMB recently replaced Interpublic Group’s Mullen of Wenham, Mass., on the brand.

—Brandweek staff report