The Players Championship is one of the biggest golf tournaments of the year, and tax advisory company Grant Thornton again recruited top golfer Rickie Fowler to promote its services during the tourney by donning a very-not-him fancy 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. Fowler first stands in front of a mirror in his signature colorful golf outfit and hat. The opinionated tailor listens as Fowler says he wants to make a statement, but in his own style. Fowler ends up in a plaid suit, ascot and straw hat, which is definitely opposite of his style.
It’s Fowler’s second turn for Grant Thornton, and while the golfer didn’t top the leaderboard at the Championship, it didn’t stop his humorous ad from being seen by millions. The campaign, which also included a spot called ‘Lobster,’ was voted by The Drum’s readers as the US Creative Work of the Week.
The ads were created in collaboration with Gyro Chicago/Denver. ‘Lobster’ takes place in a fine-dining restaurant, where a patron asks his server about the freshness of the seafood. This leads to the server, owner, chef and fisherman to all ask questions regarding said freshness. “Need answers faster?” the end copy reads, then directs viewers to the Grant Thornton website.
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