Goldwin’s Golf Pitch Has a Fairways to Go

Advertiser: Goldwin Golf

Agency: Brainyard, Costa Mesa

Challenge: Find a pitch for Goldwin equipment that works with golfers of all ages and playing styles.

The Ad: Three professional golfers--Billy Casper and John Jacobs from the senior circuit and Nick Price--testify in a mock courtroom about Goldwin golf clubs. Jacobs claims a senior tour record drive of 401 yards using a Goldwin club. Casper testifies that the brand helps him control the ball. Price claims the lowest average score on the PGA tour, besting Tiger Woods and Greg Norman. The 30-second TV spot ends with a jury foreman finding Goldwin guilty of “superior” performance.

Comment: No beauty shots of fairways or speeches from endorsers in this spot. Goldwin gets credit for trying an unusual approach. Though Price received the Verdon Trophy for the lowest average of the 1997 season, he doesn’t use Goldwin clubs exclusively. The ad doesn’t make this clear. $$

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