While much of the country can only dream about being on the links this winter, TaylorMade Golf Co. is reminding serious golfers it won't be long until they can try out the brand's new R15 Metalwood driver.
To launch the new club today, the brand is debuting its "Made of Greatness" pitch from Zambezi, an independent shop in Venice, Calif., founded by ex-Wieden + Kennedy staffers Chris Raih and Brian Ford in 2006. (Ford, who could not be reached for comment, has just left the agency.)
The campaign marks Zambezi's first work since being named lead creative agency for TaylorMade and for two of the Adidas company's sub brands, Ashworth Golf and Adams Golf. Zambezi replaces Eleven Inc., San Francisco, which parted ways with the brand last February after less than a year. The current agency shift came without a review for Zambezi, which has been working for TaylorMade on a project basis.
TaylorMade has been ramping up its spending: it shelled out $42 million during the first nine months of 2014 on measured media in support of its golf club offerings, according to Kantar Media. For all of 2013, the marketer spent $45 million.
Rather than just focus on product features, the "Made of Greatness" campaign's black-and-white commercials aim to tell the stories of golfers who use the new R15 club, not just the features attracting them to it. In addition to a more general anthem spot, there will be five 60-second vignettes featuring PGA stars Justin Rose, Sergio Garcia, Jason Day and Ryan Palmer. The pitch also includes print ads, digital banners and homepage takeovers.