Jeld-Wen Breaks PGA-Themed Effort

LOS ANGELES Window and door manufacturer Jeld-Wen has launched a hybrid TV campaign that blends image-building and news content, the company said.

The effort includes seven 60- to 90-second vignettes called, “In Real Life.” Hosted by the PGA Tour and golf commentator Peter Jacobsen, the segments provide an inside look at the lives of some PGA Tour players. The work has the feel of a short, celebrity-athlete-profile series, with each spot featuring an introduction and ending that identifies the Jeld-Wen brand.

Each vignette focuses on a different player, who discusses his favorite passions and hobbies with Jacobsen. The first spot, which broke this past weekend during CBS Sports‘ coverage of the MCI Heritage Classic, profiled Ben Crane, who discussed his love of fly-fishing.

The series will run nationally on CBS Sports through June 15, with future installments featuring PGA Tour pros Steve Elkington, Stewart Cink, Brett Quigley, Bob Burns, Tim Petrovic, and Joe Ogilvie, who will discuss hobbies such as gardening, beer brewing and surfing.

Spending was undisclosed, though the Klamath Falls, Ore.-based company said it is spending about 20 percent of its media budget this year on the series. Jeld-Wen spent about $15 million on advertising in 2003, up from $700,000 in 2002, according to TNS Media Intelligence/CMR.

According to client sports marketing manager Gina Monterossi, Jeld-Wen and Jacobsen came up with the idea for the spots. Jeld-Wen’s agency, CMD in Portland, Ore., developed the title of the vignettes and filmed the first as a pilot, which Jeld-Wen took to CBS so the company could sponsor the PGA Tour, Monterossi said. PGA Tour Productions in Ponte Vedra Beach, Fla., filmed the remaining six executions.

“The PGA Tour fits with our corporate culture, and their beliefs most closely align with ours,” said Monterossi. “PGA players have to earn their living day in and day out, like we do. [PGA’s] demographic fits very strongly with what we’re looking for. We also liked the fact that the PGA Tour is international, since we’re an international company.”

Monterossi said this is the fourth in a series of sponsorship deals that Jeld-Wen has done with the PGA Tour in the last year. The company is the title sponsor of the Jeld-Wen Champions Tour in Oregon and the official window and door provider of the PGA Tour and Champions Tour.