With a Fan-Free Masters, PGA Tour Superstore Checks In on the ‘Quiet Sign Guy’

The retailer teamed up with agency of record Tombras on the digital spot

The Masters is not usually held this close to the holiday shopping season PGA Tour Superstore

There are no fans at the PGA Tour’s 2020 Masters Tournament due to the pandemic, so there is no need for the “quiet sign guy,” who reminds spectators to remain quiet as golfers prepare to strike the ball.

PGA Tour Superstore teamed up with agency of record Tombras on a spot that debuted on digital and social channels Wednesday, offering a humorous look at what the quiet sign guy is doing with no tournament to work.

Augusta National Golf Club typically welcomes over 50,000 fans for the Masters, and volunteers (men and women) serve as quiet sign marshals, helping to ensure that players can focus on their game.

PGA Tour Superstore chief marketing officer Jill Thomas said in a statement, “Before every great shot in modern golf history, a quiet sign marshal has raised his or her hand to quell the noise. It’s a small thing that all golf fans understand, and this is our lighthearted way of paying homage to them and all the volunteers who make the tournament, and the PGA Tour, so special.”

Tombras president Dooley Tombras added, “As the leading golf retailer in the country, we want to be putting out powerful content during big cultural moments for the sport. If it’s on the tour, you can pretty much guarantee that you can find it in the PGA Tour Superstore. So, this was a fun, creative way to build on that idea during a key moment for the sport leading into the holiday sales period.”

Credits:

Tombras

  • President: Dooley Tombras
  • Chief creative officer: Jeff Benjamin
  • Creative director: Charlie Andrews
  • Social creative director: Patrick Tice
  • Social copywriter: Matt Butler
  • Group account director: Chris Randall
  • Business affairs: Kelly Ingles

Production company: Sequitur Cinema

  • Director: Jeff Venable

Postproduction: Sequitur Cinema


david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.
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