DALLAS Stone Ward uses golf pros to promote the state to corporate decision makers in the latest installment of its "Arkansas—a natural for business" campaign.
In the national television spot for the Arkansas Department of Economic Development, golfer Sean "The Beast" Fister, who is known for his long drives, hits a ball that zooms through settings depicting the Arkansas-based operations of Dillard's, Tyson Foods, Murphy USA, Alltel and Wal-Mart. For instance, the ball flies over a Wal-Mart greeter and hits a "rollback" sales sign to drop the price. It then heads into the street and bounces off a Dillard's department store truck. The ball finally falls onto the green near golfers Glen Day and Bryce Molder who say, "Is that Fister hitting into us again?"
The spot closes with the voiceover, "Your profits go farther in Arkansas. Imagine what your business can do," and then "Arkansas—a natural for business" as the client's phone number appears.
Agency executive creative director Larry Stone said the golf theme enables the Little Rock, Ark.-based shop to communicate the state's quality of life and variety of Fortune 500 companies "to an audience of corporate decision makers in a language they understand."
The 30-second spot, which began airing last Monday to correspond with the Masters Golf Tournament, will run through August on the Golf Channel during the British Open, PGA Championship and the U.S. Open golf tournaments. Though the channel does not carry live coverage of those tournaments, it offers highlights, which draw in the client's key demographics, the shop said.
Print will run in the June and August issues of Golf Digest.
Campaign spending was not disclosed.