GSD&M Steps Onto the Links

DALLAS GSD&M this week unveils a $12 million national TV push for Play Golf America, the golf industry’s national umbrella marketing campaign led by The PGA of America to increase participation among new and occasional adult players, the client said on Thursday.

Consumers will have their first glimpse of the effort during the PGA Tour’s Shell Houston Open on USA Network and CBS, and the Liberty Mutual Legends of Golf on ESPN.

Two spots were developed around the tagline “Golf is calling.” They incorporate a mix of “everyday” people, well-known celebrities and sports personalities who love the game of golf. Two versions of each ad were produced with different celebrities ending the spots saying, “Play Golf America!” Both creative executions feature the words “Golf is calling” and a closing call to action: “Discover how to get more golf into your life at”

“People are busy. We’re simply reminding them golf is a fun escape and that golf is calling everyone to enjoy the game,” said Tom Gilmore, senior vice president and group creative director at Austin, Texas-based GSD&M, in a statement.

One spot, “Drugstore,” shows a professional woman shopping after a day at work. She hears the voice of the “starter” at her home course calling her group to the tee, emanating from the store’s loudspeaker system. The scene then cuts to the woman sinking a putt and celebrating with her friends. Soccer icon Mia Hamm and TV sitcom stars Kevin James and Ray Romano are featured in different versions.

In “Airport,” a businessman waiting for his flight also hears the voice of his course’s starter calling his foursome to the tee and wishing them a great round. The spot cuts to a scene as he hits a great bunker shot and gets a high-five from his playing partner. TV star George Lopez and NBA All-Star Steve Nash are featured in this spot.

—Adweek staff report