The rigorous search for the right set of clubs is the focus of Young & Rubicam's first work for Armour Golf, which broke over the weekend.
Two TV spots promote the Morton Grove, Ill., club marketer's new 845 irons by showing pros choosing them after an endless string of practice-range test swings. The spots do not employ a tagline.
Y&R's Chicago office was awarded the creative portion of Armour's estimated $6 million account in October after a review that included Tom Reilly Advertising in Evanston, Ill., and Chicago shops Euro RSCG Tatham, Cramer-Krasselt, Chicago Creative Partnership and Grant/Jacoby.
Armour split with incumbent agency The Leap Partnership earlier last year. Media buying is handled by SpaceTime in Chicago.
One of Y&R's new spots features Steve Jones, winner of the U.S. Open in 1996, who is shown in a rapid series of shots wielding a variety of clubs, backed by a jazzy musical score. "I had a lot of choices," Jones says in a voiceover. Ultimately, of course, he goes with the 845s.
A second spot is similar, except in addition to Jones it shows other pros tied contractually to Armour.
Veteran creatives Mike Faems and Tom Shortlidge, both executive creative directors at Y&R, teamed to produce the campaign.
The spots broke during coverage of the Bob Hope Chrysler Classic. Additional executions behind the 845s and a print campaign, all employing a similar strategy, will run throughout the PGA season.