Martin’s Pitch for Ping Lands in the Rough

Advertiser: Kartsen Manufacturing

Agency: Martin Agency, Richmond, Va.

Challenge: Pitch the latest titanium driver, this one from Ping.

The Ads: In two television spots replete with puns, a fictitious ranger cruises a golf course and reprimands golfers making erratic shots with competing drivers. In one commercial, the ranger pats down and carts away a golfer who made a wild shot. “These people just need direction,” he deadpans. When another golfer uses a Ping driver, the ranger looks on approvingly. The second spot is similar, with the ranger moaning, “My shifts are spent chasing down reckless drivers . . . they are thinking power. They forget control.” The spots end with the legend: “Play your best.”

Comment: Though the tongue-in-cheek spots argue that Ping drivers give players extra power and accuracy, it is hard to evaluate the effectiveness of the clubs. Can Ping become a driving force in golf? Only about 1% of golfers on the pro tour use Ping drivers, preferring such competitors as Callaway Golf’s Big Bertha. Without testing data or testimonials, Ping’s course looks rough. $$

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