Top-Flite Aims to Crowd Out Competition | Adweek Top-Flite Aims to Crowd Out Competition | Adweek
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Top-Flite Aims to Crowd Out Competition

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NEW YORK Top-Flite Golf breaks a new TV spot, dubbed "Golf Nation," on NBC's telecast of the PGA Tour's The Players Championship March 27.

The 30-second ad, via McCarthy Mambro Bertino in Boston, is the latest in an $18 million "The most played name in golf" TV and print campaign for Top-Flite Infinity and Strata balls.

In "Golf Nation," a ball lands on a green in front a greenskeeper, who looks to see who hit the Top-Flite ball. At first, one golfer, then 10, then hundreds, then thousands—including tour pros Jim Furyk and Bernhard Langer—come over a crest, marching down the fairway. Voiceover: "Top-Flite. The most played name in golf."

The TV spot derives from MMB's bid for the Top-Flite account last fall. "A version of this spot was in our pitch for the business," said Chad Caufield, director of agency operations. "The aim is to help Top-Flite regain its rightful position in golf by bringing [the ball] to life and making an emotional connection with golfers."

A "Back on Tour" print pitch in Golf World magazine also breaks this week.

"The overriding theme in our advertising campaign is our brand's inclusiveness behind the tagline, 'The most played name in golf,' " said Lou Tursi, client executive vice president of marketing, sales and customer service. "The [TV] spots all focus on the breadth of the Top-Flite user, from the recreational golfer to the U.S. Open champion."