GSD&M Stages Indoor Match for PGA Tour

DALLAS PGA Tour players Scott McCarron and Charles Howell III are competitive even in an elevator in GSD&M’s new national television spot for the PGA Tour.

In the ad, McCarron joins Howell in an elevator and hits the button for floor 71, one flight below Howell’s selection. Not content with letting his competitor have a lower number, Howell begins a button-pushing competition that finally ends when the two reach 59, the equivalent of an almost mythical score, and look at each other with trepidation.

The 30-second spot closes with the PGA Tour’s logo and 6-year-old tag, “These guys are good.” It breaks Sunday and runs on golf telecasts of CBS, NBC, ABC, ESPN, USA and The Golf Channel.

Two other spots by the Austin, Texas, shop—one featuring Fred Funk and his son Taylor and another with Jim Furyk—are also breaking and will run through October.

The campaign’s strength lies in its simplicity, said GSD&M representative Eric Webber. “It’s a reminder that it takes a good deal of talent to be successful in any sport, particularly in golf,” Webber said.

Additional PGA Tour spots break in February and will feature stars of other sports, including Wayne Gretzky and Isiah Thomas, talking about golf’s complexity.

Campaign spending is undisclosed. The client spent $2 million on media in 2001 and $600,000 from January through October 2002, according to CMR.