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.
Grant Thornton is kicking off its latest advertising campaign with two new TV spots set to air during the Players Championship, and 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.
“Both on and off the course, Rickie’s style is a distinguishing characteristic for him. We wanted to highlight his modern style and use humor to strike a nerve with a subject many can relate to: the need to be heard,” said John Harmeling, chief marketing officer at Grant Thornton. “Like Rickie, our firm has a distinct style that includes listening to client needs and offering custom solutions versus a one-size-fits-all approach. We pride ourselves on our ability to listen and deliver in an unexpected way.”
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.
“I like working with Grant Thornton because we both have a style that challenges conventional thinking,” said Fowler in a release. “My clothes tend to get a lot of attention, so tapping into that was fun. I’ll be interested to hear what reaction my custom Grant Thornton suit will get.”
Doug Kamp, executive creative director, Gyro Chicago/Denver, said: “Grant Thornton is the epitome of a mission-driven challenger brand, and our ‘Status Go’ platform is about challenging convention in a forward-thinking way.”
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