LOS ANGELES Independent NYCA has crafted a spring campaign for TaylorMade Golf, the agency said. The work is scheduled to run through June in the United States, Europe and Asia.
"The Faces of Leadership" campaign consists of two 30-second television spots and a four-page print spread. Each execution highlights a specific offering from the Carlsbad, Calif.-based golf equipment manufacturer, a subsidiary of Adidas.
"It's based on the idea that now TaylorMade is number one in usage on professional tours and the number one selling metal-wood brand," said Michael Mark, chief executive officer and creative director for the Encinitas, Calif., agency. According to NYCA, in 2004, sales of TaylorMade drivers and irons topped those of its main competitor (and Carlsbad neighbor), Callaway Golf.
In one spot, for TaylorMade's r7 quad driver, a trio of TaylorMade Tour Pros answer the question, "What does a leader chase?" Golfers Todd Hamilton, Retief Goosen and Mike Weir speak directly to the camera, explaining the reasons they are compelled to compete on such a high level—not the least of which include their r7 drivers' technologically advanced features.
That ad will break internationally during the FedEx St. Jude Classic in Memphis, Tenn., on May 26, Mark said.
Another commercial, for the company's rac irons, also shows the Tour Pro players face-to-lens with the camera. In this spot, they answer the question, "What does a leader look like?" by describing the irons' game-enhancing physical characteristics.
The rac irons ad broke during the Bay Hill Invitational in Orlando, Fla., the weekend of March 16. The two spots are scheduled to run on network and cable TV for the next nine weeks, according to the agency.
Both commercials were shot in Maui, Hawaii, during January's Mercedes Championship, Mark said.
The print work, also promoting rac irons, is a mostly black-and-silver fold-over featuring a glossy close-up photo of U.S. Open champ Goosen, along with detailed images and descriptions of TaylorMade iron heads in four styles. Bold red copy asks, "What does a leader look like?" Responses, similar to those in the ad's broadcast counterpart, include "big," "small," "long" and "ultra-thin."
Print launched in March issues of both nationally and globally distributed consumer golf magazines.
NYCA did not disclose its client's current budget. TaylorMade spent $18 million on U.S. advertising in 2004, per TNS Media Intelligence/CMR; about 39 percent of that went toward TV buys.