HE'S NO REGULAR JOE | Adweek HE'S NO REGULAR JOE | Adweek
Advertisement

HE'S NO REGULAR JOE

Advertisement

Among Senior PGA Tour players Joe Inman is known as the most energetic.

In its debut spot promoting Southern Company's role as an official sponsor of the Senior PGA Tour, Atlanta's Fitzgerald + Co. links the feisty player with the utility.

"He's not a household word or a top 10 money winner," said senior vice president and groupcreative director Bob Warren, who wrote the spot with creative director Hal Barber."But they say he's constantly in motion; it's a natural tie."

The 30-second ad, directed by Neil Tardio Jr. of A Band Apart Production in Los Angeles, broke last week on CNBC's "Energy Watch" segment and will air during CNBC's coverage of the Senior PGA Tour.

In the commercial, Inman, 52, whips through his strokes, dashing off from each putt holed with nary a backward glance. His caddy, played in the spot by brother-in-law and fellow pro Steve Ridge, is left behind.

"He hits and he goes," said Warren. "He doesn't hang back."