Two new TV spots from Matthews/Mark for Odyssey's White Hot golf putter unveil cutting-edge characters to highlight leading-edge technology.
The San Diego agency created its own homespun rock star and also recruited a member of B.B. King's band to tout the putter, which has an insert made of golf ball material.
The 30-second spots will air in the coming weeks on CNN, ESPN and the Golf Channel, with a print component launching in golf titles such as Golf Digest and Fore. Estimated billings are $3-5 million.
Representatives of the Carlsbad, Calif., client, a division of Callaway Golf Co., said the campaign targets a young, hip audience --a relatively new golf demographic.
"[The spots] are very different from anything we've ever done," said Larry Dorman, vp of advertising. "The attitude conveyed by the Odyssey brand is that we're edgy, a little bit outside the lines."
In one spot, blues drummer Tony Coleman is a Barry White-like singer crooning on the links. In the other, fictitious rocker "Ian Shock" touts the product, emphasizing the advantage of having a "built-in golf ball in the putter."
The Shock ad really conveys the work's edginess, said Michael Mark, agency president and creative director. "He's a hard-living rock 'n roller who has had his day and now he's playing golf with his lovely groupie," Mark said.
Separately, Matthews/Mark last week launched a $5 million campaign for Callaway's Big Bertha driver.