Leading golf retailer American Golf has launched a new six-figure marketing campaign celebrating the ‘Augusta-inspired Amateurs’ itching to ditch their armchairs and get back out playing golf.
Broadcasting on Sky Sports around the 2020 Masters Tournament, American Golf’s new TV advert marks its biggest marketing campaign since the company was taken-over in 2018.
The TV advert celebrates the passion of everyday golfers enjoying their very own Masters-inspired moments on course. There’s shots of the precision-putter deliberating over and measuring-up his very, very, very close final putt, the joyous amateur turning to the ‘electric crowd’ – one woman and her Border Collie – to soak-up the applause for his perfect fairway shot and plenty of over-the-top golfers revelling in their successes on the green.
The advert airs from 12th – 15th November on Sky Sports Main Event during early and late peak viewing times, and during daytime coverage of the 2020 Masters. This includes a 60 second version of the advert, which American Golf has commissioned to air during the final day of the Masters to command larger share of voice during premium advertising breaks and reinforce its market-leading position. This is supported by 30 second cuts of the advert and a social media campaign to drive engagement with armchair golfers wishing they could be recreating their very own Masters-moments out on course.
Iember Gordon, Head of Retail Marketing at American Golf, says: “The Masters is a rollercoaster of emotions, which is so energising and inspiring. We wanted to capture this in a way that golfers can really relate to. Unfortunately, with lockdown, golfers can’t get out on course at the moment, but hopefully they’ll enjoy watching scenes in the advert that they’ll find all too familiar and funny.
“The advert showcases a range of brands including those exclusively available at American Golf in the UK, such as Stromberg and Ellesse Golf. Golfers can still order these via click and collect and our website, ready for when lockdown is over and when they can become masters of the course once again!”