Etonic’s ‘Loveable’ Lloyd

Greenberg Seronick Casts Uncool Golfer in Humorous TV Spots Placed by Hill, Holliday
BOSTON–The latest campaign from Greenberg Seronick O’Leary & Partners for Etonic’s spikeless golf shoes includes a series of TV spots starring Lloyd, a duffer whose penchant for spiked footwear marks him as hopelessly behind the times.
In a pair of 30-second commercials and one 15-second execution, Lloyd is shown in black and white, while his friends and their surroundings appear in vibrant color. On the course, Lloyd’s metal spikes cut up the greens and, at one point, impale his scorecard.
In one spot, Lloyd sits in the clubhouse and replaces his metal spikes with plastic ones, instead of buying a pair of spikeless golf shoes from Etonic. The switch takes so long that his buddies grow tired of waiting and enjoy the course without him.
The commercials conclude with the client’s new tagline, “Etonic. The spikeless golf shoe company.”
The spots are airing through the summer during network and cable television coverage of men’s professional golf events, said Karen Pitts, director of marketing at Chicopee, Mass.-based Etonic.
Media spending was not disclosed. The client spent $2.2 million on advertising last year, according to Competitive Media Reporting.
Media buying is being handled for the first time by Boston-based Hill, Holliday, Connors, Cosmopulos, which also creates and places advertising for Topflite golf balls from Spalding, Etonic’s parent company.
According to Pitts, media chores were moved to Hill, Holliday for the sake of “efficiency.” She asserted, however, that Greenberg Seronick’s status on the creative portion of the business is not in jeopardy.
Pitts said sales of Etonic golf shoes are up about 30 percent in the past year and praised Greenberg Seronick’s creative approach, adding that the “loveable” Lloyd character may appear in future ads.
The use of humor is something of a departure from Greenberg Seronick’s previous ads for Etonic’s line of spikeless golf shoes. The Boston-based agency created a series of print ads that featured letters from fictitious country clubs [Adweek, Feb. 17, 1997]. The tagline for those executions was: “Traction that’s welcome everywhere.”