BOSTON The Sign Boy character (portrayed by actor Matt Griesser) returns next week in new FootJoy spots from Havas’ Arnold.
Sign Boy has been a staple of the brand’s golf shoes and accessories ads since 1999.
A series of spots from the client in Fairhaven, Mass., breaks Feb. 7 on national TV, mainly during tournament coverage. Seven ads from Arnold in Boston feature Sign Boy imposing himself in wacky ways on star players of the PGA Tour.
In one 30-second commercial, Sign Boy tries to set up Aussie star Adam Scott with his sister, who he swears is “kind of fluent in Australian,” since she can say “kangaroo and boomerang.” In another spot, Sign Boy hangs out with Vijay Singh, pointing out that FootJoy’s positioning line (“The No. 1 shoe in golf”) corresponds to Singh’s ranking as the tour’s top player.
In conjunction with the new ads, FootJoy is launching an eight-week sweepstakes series that will award consumers various golf products. Entry is available at retail outlets, via mail and online.
The client spends about $5-7 million annually on ads, per TNS Media Intelligence/CMR.
—Brandweek staff report
