Doremus Is on the Ball for ACE

NEW YORK Doremus has created 10 15-second animated spots for ACE Group that convey the inner thoughts of a golf ball. The ads begin running Friday on the Golf Channel during the ACE Group Classic, a golf tournament sponsored by the insurance provider.

Animated by Psyop in New York, the ads show a golf ball rolling around on a green and sailing through the air. “It’s a beautiful day, please feel free to move about the cabin,” quips the golf ball as it sails through the air.

“When we came up with the character, we were thinking what must he feel like,” said Danny Gregory, chief creative officer of Omnicom Group’s Doremus in New York. “Sometimes he’s really exhilarated, sometimes he’s sort of sick of being whacked with a golf club.”

The objective of the series, directed at CEOs, CFOs and other business executives watching the televised tournament, is name recognition, Gregory said.

A corporate campaign will break in April. Details are undisclosed. ACE Group spent over $1 million in measured media in 2001 and about $3 million between January and November 2002, according to CMR.

Comedian Paul Christie, the voice of golf ball, improvised some of the lines.