GSD&M’s TV Campaign Combines Pair of Themes for Pro Golfers
ATLANTA–The PGA Tour has introduced the first flight of a half-dozen new television commercials from its longtime advertising agency, GSD&M.
Supplementing the theme developed last year by the Austin, Texas, agency, “These guys are good,” this year’s spots also ask “Are you ready?”
“The tagline really has a double meaning,” said Bob Combs, senior vice president of communications and public relations for the Ponte Vedra Beach, Fla.-based client. “If the players want to compete this year, they better be ready. And we want the fans to be ready, too, for exciting golf.”
A pair of 20-second spots with football themes made their debut during National Football League broadcasts last weekend. “Tackling Dummy” and “Tires” spoof extreme gridiron practices.
In the first spot, a screaming coach berates a duffer–“Is that all you got? You gotta give me better than that!”–before getting drilled (offscreen). “OK, that’s great,” he finally says meekly.
In another 15-second ad, “Sand,” a girl in a sandbox turns around in annoyance as someone seemingly keeps tossing sand on her back. The camera pulls back to reveal a golfer behind her. “Good sand,” he says with satisfaction.
A third 15-second spot shows a huge earth mover deliver a payload of golf balls to an appreciative practicing player.
The 20-second “Meteors” features two boys camping. They are shown peering out of their tent up at the nighttime sky and seeing a meteor shower. Actually, it’s a golfer practicing his drives, with the balls whizzing by the boys far overhead.
The most eye-grabbing work, however, uses neither of the campaign’s taglines and eschews the humorous air of the five other ads.
A 60-second letterboxed spot for First Tee, a PGA-sponsored organization building golf courses for youth, shows a young African American male walking city streets with a ragged golf bag over his shoulder. The youngster finds a deserted alley, drives a tee into the cement with a hammer, places a golf ball atop it, finds the right club, then drives the ball a mile.
“Every kid deserves a place to practice,” announces the spot’s voiceover, before plugging the First Tee organization.
The final four advertisements will break nationally during various network sporting events in first-quarter 2000.