Temerlin’s in the Swing for Adams Golf

DALLAS Interpublic Group’s Temerlin McClain uses the sound of revving engines in television spots to illustrate the power of Adams Golf’s Redline titanium woods, the client’s newest line of drivers and fairway clubs.

One 30-second spot features Champions Tour golfer Tom Watson swinging a Redline titanium driver. The revving sound that complements each swing and the special effects that give the club’s movement more intensity are designed to emphasize the engineering of the equipment. The line offers maximum distance, accuracy and forgiveness, client vice president of marketing Cindy Herington said in a statement.

Different features of the driver, like “tungsten perimeter weighting” and “massive 460cc head” are also highlighted throughout the commercial in close-up shots of the product.

The other 30-second spot features Watson and fellow Champions Tour golfers Larry Nelson, Bruce Lietske and Allan Doyle, who are all swinging Redline fairway woods.

In two 15-second spots, each featuring one club, a graphic used to show speed is positioned above the product and moves from green to red as features of the clubs appear. For the wood, for example, the highlights are: “titanium power,” then “Tungsten perimeter weighting” and then “patented Tight Lies head design.” A revving sound accompanies the graphic.

“Take every shot to the Redline limit” is the tagline in each spot from the Irving, Texas, shop. The work will air during telecasts of Champions Tour events June 6-26 on NBC and July 12-13 on CBS.

Redline print ads are appearing in Golf Digest, Golf Magazine and Sports Illustrated. The Golf Channel began running selected ads in March.

Plano, Texas-based Adams Golf spent $3 million on media last year, according to TNS Media Intelligence/CMR.