ATLANTA JWT today breaks a TV, print and Web campaign for Bridgestone Golf that introduces the e5 and e6 golf balls.
In the advertising, Japanese engineers demonstrate the ball's "Tobu." It's up to golfers to learn what that concept means at www.findtobu.com.
"Everyone talks technology and distance in this category," said Mark Simonton, director of client services at JWT in Atlanta. "We wanted consumers to recognize that these balls are different, so we created the idea of 'Tobu,' which defines the essence of these golf balls."
On TV, a character identified as Dr. Waza relates the story of Tobu entirely in Japanese. Golfers must visit the Web site to learn about Tobu and the golf balls.
The first spots play on The Golf Channel. The print campaign will appear in Golf World and Golf Week, the agency said.
"Our goal was to develop golf balls that optimize trajectory to maximize distance for a broader range of amateur golfers," said Dan Murphy, marketing director at Bridgestone Golf. "With these new balls, mid-skilled players can actually customize their distance by choosing the performance characteristics right for their game."
Bridgestone Golf is based in Covington, Ga., and manufactures and markets clubs and accessories under the Bridgestone and Precept brand names. It is a wholly owned subsidiary of Bridgestone Sports Ltd. of Tokyo.