MacGregor's Everyman as Hero

Never mind Tiger Woods. This is about Tourney woods.
Abandoning the star-centered advertising that has driven many golf product campaigns, new MacGregor print and broadcast work from Howard, Merrell & Partners focuses on ordinary players who reach their full potential with the right equipment, like the client’s new Tourney clubs.
In a series of humorous but understated television spots, premiering today on cable’s Golf Channel, driving range duffers become expert marksmen and tee shots turn into daylong strolls on a course.
“We’re trying to establish player as hero, as opposed to celebrity as hero,” said Scott Crawford, creative director at the Raleigh, N.C.,