Matthews/Mark Gives Callaway Golf Ball Attitude

Callaway Golf’s Rule 35 blushes and sprouts fangs as Matthews/Mark positions it as a golf ball with personality.

Spending for the global campaign, which includes three TV spots and print executions, was undisclosed.

The client, based in Carlsbad, Calif., spent nearly $8 million last year promoting its golf balls, per Competitive Media Reporting. Efforts included a launch campaign for the Rule 35 featuring far-fetched claims that the ball was made of moon dust, was voice-activated and was allergic to grass.

“The first campaign was a broad stroke to tell everyone the ball is here, and to play up the hype,” said Michael Mark, president and creative director at the San Diego agency.