The golf season is just about underway, even if some of the globe is still under ice, and shoe and apparel brand FootJoy is celebrating with a spring campaign by its new creative agency, Butler, Shine, Stern & Partners (BSSP).
With the golf star-studded campaign, FootJoy is focused on engaging consumers by celebrating the universal 'Joy' felt by golfers around the world. It's built around the tag 'Feel the Joy,' showcasing the emotional connection players have to the game itself and the products and rituals that deliver great golfing experiences, according to a release.
The campaign is headlined by the introduction of the Tour-S, FootJoy’s newest high-end performance shoe, and features some of world's top golfers, including Justin Thomas, Adam Scott, Rafa Cabrera Bello, Jimmy Walker, Webb Simpson, Charley Hoffman, Kevin Kisner, Jason Kokrak, Bud Cauley, and Andrew 'Beef' Johnston.
“The game of golf is evolving, especially at the most elite levels. A youth movement is making the game more fun and approachable through an injection of personality combined with performance excellence. This bodes well for FootJoy and the spirit and energy we hope to communicate with the ‘Feel The Joy’ platform,” explained Ken LaRose, senior vice president brand and consumer experience.
“Our new campaign shines a light on FootJoy’s unique personality. Joy is a core part of our brand DNA, and it’s an emotion we are proud to embrace and celebrate with golfers. We want to inject energy into FootJoy with this campaign by marrying together industry-leading design and innovation with a crazy love for our brand and the game of golf,” he added.
The campaign kicks off with a 30-second spot showcasing the personality of the brand and of its tour ambassadors by showcasing how FootJoy partnered with elite players in the development of the Tour-S.
As spring arrives, the second spot captures the anticipation of the season for golfers everywhere with 'Joy to the Season,' highlighting some of the familiar sights and sounds of the game.
The third spot, 'The Range' takes a walk down a driving range, featuring both stars and aspiring golfers everywhere as they practice their games.
“Joy is such an embedded part of the golf experience and the FootJoy brand,” explained Chris Toffoli, creative director at BSSP. “It’s a powerful emotion and our goal with this campaign is to share the personality of FootJoy as one that has a crazy obsession for the game and its products in a way that speaks to dedicated golfers everywhere.”
The integrated campaign launches with cable and network TV, digital, and social. The campaign also includes print and an updated visual brand identity.