JWT Is on the Ball for Bridgestone

ATLANTA JWT Atlanta launched a national television, print and Internet campaign this week to introduce a new golf ball from its newest client, Bridgestone Golf, the shop said.

The TV spots began airing Monday on the Golf Channel. The ads will air on ABC this weekend during the network’s broadcast of the Nissan Open in Pacific Palisades, Calif. Print ads will run in five major national golf magazines.

The ads feature PGA Tour player Fred Couples as a spokesman for Bridgestone’s new Tour B330 golf ball and background music by blues singer John Lee Hooker. Couples and Stuart Appleby, another professional golfer appearing in some of the print ads, both have won tournaments with the ball.

“The buzz has already started with Couples winning the Skins Game in December and Stuart Appleby winning the Mercedes Championship on Jan. 5,” said Dan Murphy, marketing director for Bridgestone. “This campaign launches the ball even further.”

The WPP Group agency acquired the account last December without a review. Billings were not disclosed.

Atlanta-based Bridgestone Golf’s ad spending has ranged from $300,000 to $6.5 million in each of the past four years, per TNS Media Intelligence/CMR. The company is a wholly owned subsidiary of Bridgestone Sports of Tokyo.