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LOS ANGELES Four new television spots for Callaway Golf strategize the brand differently than last season, according to the creative directors.
“We’re utilizing the tour assets differently,” said Craig Evans, senior vice president and creative director at WPP Group’s Y&R, Irvine, Calif., “and combining it with the focus on the science of Callaway golf that makes every golfer better.”
A spot for the HX Tour golf ball revolves around its hexagonal dimples, which become screens suspended in darkness showing the action of Callaway signatories Annika Sorenstam and Phil Mickelson.
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