The Martin Agency is bringing its unique sense of humor to the golf world, partnering with GolfNow on a new campaign that breaks with a spot in the Super Bowl pregame show.
GolfNow has partnered with the Martin Agency on a new consumer and B2B project that will include strategic planning plus broadcast, digital, and social creative.
The agency’s inaugural GolfNow work centers around the finding that every golfer wishes they could play more, but work and excuses get in the way. As part of the launch, Martin created four videos depicting cautionary tales of golfers who aren’t golfing. One features a golfer who’s been raking leaves for eight years straight while another depicts a frustrated office worker who’s stuck in a gif-like loop at his desk. The line “Why golf later when you can GolfNow?” punctuates each spot.
The first spot set to premiere during NBC’s Super Bowl pre-game programming is a comic take on kids not being ready to leave the house. In it, a man says he thought he’d get to play more golf when the kids grew up. Pan back and we see that the ‘kid’ is a millennial sitting in a high chair. “This little guy doesn’t want to grow up,” says the dad as the kid complains about the food and the wifi. The dad then shows how easy the GolfNow app makes it to book tee times and find the right course.
“Everyone on our team plays less golf than they’d like to,” said Neel Williams, creative director at the Martin Agency. “All we had to do was go through the long list of lame excuses we use on a weekly basis, then amp them up for visual comedy. The effect is two-fold: getting golfers to think twice about their self-inflicted hurdles, and to depict GolfNow as the heroic enabler of more golf.”
GolfNow, headquartered in Orlando, is among the suite of digital businesses managed by Golf Channel and is part of the NBC Sports Group.
“The Martin Agency not only has a proven track record of delivering world-class ideas that build businesses, but also a deep understanding of golf from its 20-plus years of working in the category,” said Jeff Foster, senior vice president of GolfNow. “We’re excited to find a partner that not only can help us show how the technology we provide golf courses can better connect golfers with the game they love, but also shares our passion to help grow the game by inspiring more people to play more often.”
Martin was chosen for the assignment following a three-month review that included six undisclosed agencies with three competing in the final round.
“Mobile and digital technology are revolutionizing every business and golf is no different. GolfNow is leading the way in bringing that technology to life. When the rest of the world is telling you to prioritize everything else, we are telling you to play unapologetically,” said Kristen Cavallo, chief executive officer of the Martin Agency. “For our team of passionate communications pros who also happen to be avid golfers, working with GolfNow is a dream project.”
See the first three GolfNow spots by clicking the Creative Works box below.