Grant Thornton US: Tailor and Lobster by gyro Chicago/Denver

According to a new ad by tax and advisory company Grant Thornton, pro golfer Rickie Fowler won’t be playing this weekend’s Players Championship in a suit and straw hat.

The premise behind the ad ‘Tailor’ is that the clothier Fowler is working with doesn’t know how to tailor anything to his personal needs. As he stands in front of a mirror, first in his signature colorful golf outfit and hat, an opinionated tailor listens as Fowler says he wants to make a statement, but in his style. Fowler ends up in a plaid suit, ascot and straw hat, which is definitely not him.

Fowler returns as sports ambassador to continue the ‘Obvious Change’ campaign with his new spot, which highlights some of the frustrations of working with professional services firms, and positions Grant Thornton as a different kind of service provider.

The ads, created in collaboration with Gyro Chicago/Denver, consists of ‘Tailor’ and ‘Lobster,’ where a fine-dining restaurant patron asks his server about the freshness of the seafood, which leads to the server, owner, chef and fisherman all asking questions. “Need answers faster?” the end copy reads, then directing viewers to the Grant Thornton website. The spots are scheduled to run on TV and online.