DALLAS GSD&M has created a $20 million campaign that promotes the personalities of the PGA Tour and the good work they do.
The four 30-second humorous television spots introduce a charitable twist to the Austin, Texas-based Omnicom agency's "These guys are good" paid campaign for the PGA Tour. Previously, the PGA has used public service announcements to promote its charitable activities.
One ad features golfer Ernie Els teaching a math lesson at a Boys & Girls Club. A student, played by his daughter Samantha, answers his math question by saying, "3 under par!"
A second spot that ties into the Big Brothers Big Sisters of America features Chad Campbell; one for The Salvation Army stars Jesper Parnevik and Duffy Waldorf; and the last, for Habitat for Humanity, includes Jerry Kelly.
The campaign broke last week and will air throughout the year during broadcast and cable sports telecasts.