Celine Dion Swings For Callaway

Celine Dion is set to shoot her first U.S. commercial this week, in a spot created by Dailey & Associates for Callaway Golf in Los Angeles.
In addition to winning Grammys and performing worldwide, Dion enjoys playing golf. She even owns a course in her native Canada.
“She’s a golfaholic,” said Larry Dorman, vice president of advertising and public relations for the Carlsbad, Calif.-based golf club maker. Dion met Callaway Golf chairman and founder Ely Callaway a few months ago during the VH-1 Fairway to Heaven celebrity golf tournament, Dorman said.
Dion, who has appeared in Canadian ads, will not be singing in the Callaway spot, Dorman said.
Callaway has previously enlisted an array of nontraditional golfers, including rockers Alice Cooper and Graham Nash, and most recently billionaire Bill Gates, for its ads. The client’s tagline is: “How golf should feel.”
“One of the things that makes our advertising interesting is that we use people not associated with golf, but who [nonetheless] love the clubs and are passionate golfers,” Dorman said.
Callaway spends approximately $15 million annually on advertising, according to Competitive Media Reporting.