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NICKLAUS GOLF

Helped Nicklaus Golf Equipment convince golfers to put their game in Jack’s hands.

 

THE CHALLENGE:

 

Nicklaus Golf Equipment was launching a new line of clubs called “The Bear”, and wanted to drive traffic to key golf equipment retailers like Edwin Watts and Nevada Bob’s.

Analysis showed that in many ways there was a “Nicklaus brand” clutter problem.  The Nicklaus name had been licensed to a number of brands over the years, and all of them used variations on the same advertising concept – Jack Nicklaus as spokesperson talking directly to camera about why he used, drove, wore, or owned XYZ brand.

Jack’s name was then the most famous and powerful in golf.  The challenge was how to leverage the man and his credibility in a memorable and motivating way for golfers today - and today was all about this guy they call Tiger.

The creative strategy was to showcase Jack’s career accomplishments in a way that reinforced the legend but made him more human – like he was part of your favorite foursome!

 

THE IDEA: "PUT YOUR GAME IN JACK'S HANDS"

Created with Kerry Graham and v/o by the inimitable Hal Riney, the spot used archival and product footage projected onto the actual hand of Mr. Nicklaus, and asked golfers looking for a better game the simple question “Isn’t it time you put your game in Jack’s hands?” 

 

 

THE RESULTS:

 

Golfers answered yes in droves!  And the Golf Writers Association awarded it Best Ad of the Year.

 

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