"Positively amazing" is the theme of T.G. Madison's first campaign for the Ladies Professional Golf Association.
Creatives led by Virgil Shutze, president and chief creative officer at the Atlanta shop, wanted to provide a fresh look at the Daytona Beach, Fla.-based association and its players by establishing a closer connection between the fans and athletes.
"We [outlined] a number of campaigns we felt good about, but I didn't think we'd plumbed the depth of the people who watch and play," said Shutze. "Once we thought about little girls dreaming of becoming athletes, the Maurice Chevalier song popped up."
The $5 million campaign leads off with a 60-second television commercial featuring girlhood snapshots of key golfers dissolving into each other as David Bassett sings a hip rendition of Lerner and Loewe's "Thank Heaven for Little Girls." As the song, orchestrated by Roger and Scott Wojahn of Santa Monica, Calif., cranks up, the girls grow into women who are talented, skilled, powerful athletes.
"Thank Heaven for Little Girls," written for the 1958 film Gigi, is about a girl destined for a different career.
"It got me thinking what a wonderful vehicle the song would make to show how great these athletes are in making the transition from innocent childhood to ferocious competitors as well as nice individuals," said Shutze. "I needed a touchstone somewhere and think the photos of them as kids give me that."
TGM used existing footage of Sophie Gustafson, Lorie Kane, Meg Mallon, Se Ri Pak, Annika Sorenstam and Karrie Webb.
The spot broke last week on NBC's telecast of the Sybase Big Apple Classic and will air during all future LPGA tournament coverage on network and cable TV.
A 30-second ad featuring Sorenstam and Webb debuts during this week's ABC broadcast of the Battle of Bighorn, which pairs the women players with Tiger Woods and David Duval in an alternate-shot, team competition.
Another 30-second television commercial focuses on individual players Dottie Pepper, Grace Park and Carin Koch. A single spot for in-market tournament use will feature Dorothy Delasin and Maria Hjorth, among other golfers.
In total, 14 LPGA players, ranging from rookies to established stars, are used in the ads.
Three print executions will run in golf publications and newspapers in LPGA tour cities.