Mizuno USA Finds Religion at H+P

ATLANTA The latest ad from Huey + Partners for Mizuno USA partners the unlikely twosome of golf and religion.

“Anytime you touch on religion, it’s like a lightning rod,” said Ron Huey, founder and creative director of the independent Atlanta shop. “But Mizuno liked it best of all the concepts we presented and was willing to take a chance.”

The print ad, which is running in a spread and full-page formats, shows a line of golfers waiting outside a confessional and the headline, “You’ll feel like you are cheating.” The ad debuted this week in the weekly magazine Golf World and will run in the October issue of Golf Digest. It also is appearing in Links magazine.

The work introduces a new line of irons from Atlanta-based Mizuno USA, a subsidiary of Mizuno Corp. of Osaka, Japan. The MP-60 irons are designed for advanced golfers.

The ad already has generated some reaction. A priest who saw the ad asked the company for a print of it that he could frame and mount on the wall of his office inside his church. H+P is printing copies suitable for framing and will offer them to retail golf shops, Huey said.

Huey has worked on the account for the past four years, originally as co-creative director of Huey/Paprocki in Atlanta. When H/P closed earlier this year, Huey took the account to the new shop he opened this summer.

Spending on the campaign was not disclosed.