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

 

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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.

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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.

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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.

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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!

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

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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.