Amateurs Get 'A Feel for Your Game' in Latest TV Campaign
By Lauren Wiley
BOSTON--When the creative team at Greenberg Seronick O'Leary
& Partners needed amateur golfers for the latest television spots from Spalding Sports Worldwide, they didn't put out a casting call.
They simply chose two men playing on the Orlando, Fla., golf course where they were shooting the commercials. "We were looking for real people," said Gary Greenberg, co-creative director of the Boston shop.
When the two golfers, Rob De-Sormier and Ken Meyer, were asked to star in spots for Ben Hogan irons, "they were just blown away," Greenberg said.
The spots aim to show that anyone can use the high-quality, professional irons to improve their shots. "A feel for your game," is the tagline.
In addition to the two amateurs, professional Justin Leonard demonstrates the golf clubs in a third execution.
Those ads are breaking nationwide, along with a separate series of ads for the Chicopee, Mass. client's Top-Flite golf balls. Golf legend Lee Trevino is featured and that effort
is tagged, "Gets
you there. Keeps you there."
Spots appear during sports programs on broadcast and cable TV nationwide; print ads are running in golf and sports magazines through the fall.
Previous Ben Hogan and Top-Flite campaigns were created by Hill, Holliday, Connors, Cosmopulos, Boston. Greenberg, which has handled Spalding's Etonic shoes and gloves for 13 years, was named lead agency for creative and media in August.
In four humorous Top-Flite ads shot on courses in Southern California, Trevino gives his commentary as amateur golfers hit Top-Flite balls along with those of competitors. Trevino critiques players as they hit balls into water and sand traps. Only the Top-Flite balls make it to the green. "(The spots) take advantage of his personality and comic flair," said Green-
account supervisor David Blinn.
The extra assignments from Spalding were a boon to the smaller agency.
"This has given us the opportunity to show that we can do it all," Greenberg said. The increased spending from Spalding has helped boost the shop's current overall billings to about $26 million, nearly a 25 percent improvement over 1999, Greenberg said. K