Golf News for Friday, February 21, 2014 | Marketing

TaylorMade Golf Company new advertising campaign for Jet Speed metalwoods

CARLSBAD, Calif. -- TaylorMade Golf Company, makers of the No. 1 driver in golf, is unleashing the "Speed Police" in a new advertising campaign designed to ensure golfers everywhere are not playing outdated metalwoods. The integrated campaign for its Jet Speed metalwoods features overzealous, marionette-cops based on PGA Tour stars Justin Rose, Dustin Johnson, Jason Day and Sergio Garcia. The foursome patrols golf courses, shaking down unsuspecting golfers playing old drivers.

The campaign, from Los Angeles-based creative agency Zambezi, is another example of TaylorMade's willingness to push boundaries with its advertising. The Speed Police campaign reminds consumers that golf is fun, and hitting the ball a mile with Jet Speed metalwoods makes it even more fun. The campaign launches February 20 on television, print and online.

"Golfers have heard every tech claim and distance-enhancing pitch in the book. Our goal was to bring some 'fun' back to golf with a campaign that delivered a compelling product message that makes you stop and say 'what just happened,'" said Bob Maggiore, CMO at TaylorMade Golf. "Whether you love these marionettes, or hate them, chances are you're going to listen to and remember what they have to say."

The production team at Hornet Inc. sculpted amazing portrayals of the four PGA Tour pros to create the Speed Police with a level of craftsmanship that brought life and reality to the characters. Each character's personality is based on their human inspiration. Officer Johnson is a hard charger, Officer Rose is well dressed and proper, Officer Day is classic Australian and the easy going Officer Garcia is along for the ride.

"Every major stick and ball sport is given license to push their storytelling to the brink of insanity, but people never expect the same kind of disruption from a golf brand's advertising," said Kevin Buth, Creative Director at Zambezi. "In a sport that desperately needs fresh air, TaylorMade definitely isn't afraid to push the status quo."

The new TaylorMade JetSpeed family of metalwoods is available now at retail. For more information on JetSpeed, visit taylormadegolf.com.

About the adidas Group
The adidas Group is one of the global leaders within the sporting goods industry, offering a broad range of products around the core brands: adidas, Reebok, TaylorMade, Rockport and Reebok-CCM Hockey. Headquartered in Herzogenaurach, Germany, the Group has more than 46,000 employees and generated sales of €14.9 billion in 2012.

About TaylorMade-adidas Golf
Headquartered in Carlsbad, California, TaylorMade-adidas Golf Company sells golf clubs, balls, clothing and accessories under the TaylorMade, adidas Golf, Adams and Ashworth brands. TaylorMade-adidas Golf Company posted 2012 sales of over €1.3 billion.

For more information, contact:
TaylorMade-adidas Golf
Global Communications Department
Dave Cordero
Tel: (760) 918.6367
dave.cordero@tmag.com