Fairways to Heaven | Adweek Fairways to Heaven | Adweek
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Fairways to Heaven

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Strains of "Oh, What a Beautiful Morning" accompany golfers and groundskeepers in the latest advertising for the Golf Course Superintendents' Association.

The 30-second television spot from Mullen in Wenham, Mass., broke last week on the Golf Channel. It will run through September on tournament telecasts.

Mullen and its Winston-Salem, N.C., satellite, Mullen/LHC, are no strangers to the golfing category. The North Carolina unit launched a television campaign for the Dunlop Slazenger Group Americas' Maxfli golf balls earlier this month.

The GCSA commercial closes with the group's established "Keeping it beautiful" tagline, an attempt to draw nongolfers to the sport and promote awareness of the role superintendents play in keeping courses attractive and shaping the overall golfing experience.

"We did research that showed people like to leave their stress behind at the course," said Michael Ancevic, associate creative director at Mullen.

Ancevic handled art direction, working with copywriter Steve Mietelski.

Players may not appreciate the role golf course superintendents play in crafting an aesthetically pleasing, stress-free environment, a problem Mullen's spot seeks to remedy, Ancevic said.

In using the Oklahoma song, Ancevic and Mietelski also wanted to re-create a time when masters like Bobby Jones were on tour and depict the grounds crew as a well-orchestrated team.

"We tried to capture the simplicity and purity of the 1940s and 1950s," Ancevic said.