The school boy (Ben Savage) and the young adult (Thomas Clark) are the real grandson and son of the main actor Tom Clark, who finds the scorecards.
The elder Clark often played golf with his father (who passed away a few years ago) and collected scorecards from their outings. “It wasn’t difficult for him to get emotional about the flood of memories that the cards brought with them,” remembers Charlie Andrews, Creative Director at Tombras, who ran the campaign with Greenpoint Pictures directors Michael Kuhn and Niles Roth has developed.
“Hopefully, when viewers see this on Father’s Day, they will be reminded not to take the time they spend with their fathers for granted,” says Andrews. “It’s about those moments that you have to share as father and son. Golf is just a vehicle.”
It’s a moody, suitably sentimental story that makes good use of past vehicles, fashions, and styles – nice ‘Stache,’ 70s dad!
“We have to work hard to get in touch with consumers to differentiate the brand,” agency president Dooley Tombras told Muse. “This is a passionate sport, but so often in sports marketing the focus is on the effort, the challenge and the glory of victory. That is all well and good, but we wanted to do something different and found a chance in the relationships we built” Golf is unique in that it’s a family-oriented sport, so Father’s Day is a great time to tell brand stories from the point of view of connections. “
The approach reflects several recent initiatives that examine the experience of sport versus the results. The best example of this is Nike’s global “Play New” campaign, in which Allianz and Betsson deal with similar issues.
Such things seem consistent with a world still suffering from the pandemic. Opportunities to play, share, and grow as human beings can take on special meaning these days, with gains and losses ultimately lingering on the dusty shelves of memory.
PGA TOUR superstore
CEO / President: Dick Sullivan
CMO: Jill Thomas
Brand manager: Phil Oliphant
Chief Creative Officer: Jeff Benjamin
Chairman: Dooley Tombras
Creative Director / Author: Charlie Andrews
Creative Director / Art Direction: Rick Baptist
Art Director: Keith Thomason
Business: Denice Heyward
Group Account Director: Chris Randall
Account Executive: Will Watkins
Production company: Greenpoint Pictures
Directed by Michael Kuhn and Niles Roth
Executive producer: Tatiana Rudzinski
Producer: Luke Stevens
Edit: Elastic Pictures