ATLANTA Fitzgerald + Co. said it would introduce a new national advertising campaign tomorrow for Srixon golf balls.
Two 30-second television spots are scheduled to begin airing March 4 on NBC, CBS and the Golf Channel. They are the first new TV commercials for the client in two years.
The print work, which includes four different full-page and spread ads, will appear in upcoming issues of Golf Digest, Golf World and Golf Week.
The campaign also includes an Internet component. Three videos featuring three PGA Tour golfers are available on the company's Web site, www.srixon.com.
"Get your Srix on" is the campaign tagline. The TV spots use an irreverent animated version of the golf ball that takes credit for the success of golfers who use the product. In both spots, the ball bears a toothy grin and adds commentary to the stories that PGA Tour pros Jim Furyk and Tim Petrovic tell about defining moments in their careers.
Print ads depict the animated golf ball showing off photographs of the company's spokesmen as if they are part of his family. In one ad, the ball shows a photograph of Furyk with the headline, "Who's your daddy?"
The Interpublic Group agency in Atlanta has held the account for six years. Three years ago, the shop introduced the rebellious ball in print. This year, the shop is expanding that concept to broadcast.
"We challenged Fitzgerald + Co. to enhance our brand image in a fun and edgy way," said Mike Pai, vice president of marketing and advertising for Srixon. "We knew that in order to break through the clutter that we would have to move beyond the typical ad featuring a tour player and the technological advancements of the product. The agency developed a campaign that makes some noise yet remains respectful to the game of golf."
Spending was not disclosed. Srixon Sports USA, based in Lawrenceville, Ga., spent $2 million on advertising last year, according to Nielsen Monitor-Plus.