Southern Co. Swings for Integrity

ATLANTA Fitzgerald + Co. has launched a regional TV spot push for Southern Co. using golfers from the PGA Tour, including the legendary Bobby Jones, the shop said.

Jones, considered one of the all-time greatest in the sport, served on the Atlanta-based energy company’s board of directors from 1948 until his death in 1971. Jones was a native of Atlanta and practiced law in the city after retiring from golf in 1930.

One 30-second spot opens with footage of Jones on the golf course and switches to shots of other legendary PGA golfers, including Nick Price, Ben Crenshaw, Jay Haas, Tom Watson and Brad Faxon. The ad is narrated by Jones, using the soundtrack from one of the instructional videos he made about the game.

“If there is a watchword or slogan which a golfer ought to always remember, it is avoid tension,” Jones says in his deep Southern accent. “The idea in order to produce a straight flying shot is to strike a true blow directed exactly toward the objective.”

The spot ends with a voiceover saying, “Bobby Jones helped shape the way the game is played, much like he helped shape the way we do business.”

The strategy of the campaign is to connect Jones’ reputation for integrity, dedication and commitment with the service of Southern Co., the shop said. The work will run in Southeastern markets throughout the PGA season, which ends in November.

The client spends more than $12 million annually on ads, per Nielsen Monitor-Plus.

Southern Co. is the official energy company of the PGA Tour. Fitzgerald + Co., an Interpublic Group shop in Atlanta, has provided the company’s advertising since 2001.