LOS ANGELES TaylorMade Golf and incumbent agency NYCA introduced a global print and television campaign Saturday for the company's new r7 quad driver—the club used by Retief Goosen as he won the U.S. Open yesterday.
Debuting in the July issues of magazines including Golf, Golf World and Golf Digest, an eight-page gatefold outlines the characteristics of the six-setting club; its center of gravity can be shifted to optimize launch angles, flight path and spin. Follow-up print ads will continue through September.
A 30-second spot, "Fly," will run through the summer on network and cable TV. In it, the inner workings of the driver's movable weights are displayed sci-fi-style, morphing from lab to fairway to the hands of PGA star Sergio Garcia.
"The campaign revolves around the idea of change," said NYCA CEO, creative director Michael Mark. "The r7 changes, adapts to each golfer's swingߞand the product [has the] ability to change and influence the golf industry itself."
The 38-country campaign also includes outdoor, newspaper and Internet components. An extension of the agency-client's "What drives you?" concept, the ads attempt "to tap into a golfer's passion, not just his driving distance," said Marks.
Campaign spending is undisclosed.
TaylorMade is a wholly owned subsidiary of the Adidas-Salomon Group. Other clients of San Diego-based NYCA are DirectTV, The San Diego Union-Tribune, Kyocera Wireless, Metabolife and SignOnSanDiego.com.