Golf Icon Returns as Pitchman

Images of brand namesake Ben Hogan are the centerpieces of an upcoming national campaign from Greenberg Seronick O’Leary & Partners, lead agency for Hogan clubs and other golf products marketed by Spalding Sports Worldwide.

In one commercial, clips of Hogan competing some 50 years ago are intercut with black-and-white footage of contemporary players Hal Sutton, Jim Furyk, Bernhard Langer and Justin Leonard.

The modern-day golfers trade off lines of copy extolling the virtues of Hogan irons. They begin: “Ben Hogan said there was no greater feel than the thrill of a perfect shot. Ben Hogan said that with a forged iron, the feeling goes up the shaft and into your heart. Ben Hogan said that you are only as good as your clubs allow you to be. These are the beliefs that helped build our clubs. And they’re the same ones that build yours.”

The spot ends with Hogan tipping his cap toward the camera. Still photographs of Hogan grace similarly themed magazine ads. The brand’s recent tag, “A feel for your game,” is not used in TV or print.

An effort was made to link the late golf legend to the clubs that bear his name in ads relevant to today’s serious players, said George Spowart, senior vice president and group account director at the Boston shop. The agency considered using more recent footage of Hogan, but decided that showing him in his prime was best, Spowart said.

The campaign begins breaking during televised tournament coverage and in upcoming issues of Golf Digest, Golf World and Sports Illustrated.