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MICROSOFT WORDS: GATES ADDS STAR POWER TO CALLAWAY SPOT
Published March 9, 1998
Bill Gates is featured in a Callaway Golf spot which debuted Sunday on CBS during the Doral-Ryder Open and on "60 Minutes." In the spot, Gates is standing behind a desk with a Big Bertha: "I started to play golf about five years ago. It was humbling. I really like it, but it's so frustrating. My dad and my sisters have played for a long time, so I asked them for some advice. They said to take some lessons and get a Big Bertha. I think I'm getting better." The screen fades to black, showing the Callaway Golf logo in white and the tagline, "How Golf Should Feel." Gates then is shown again, saying, "I love a big idea" (THE DAILY). BEHIND THE SCENES: CNBC's Mike Hegedus examined the image makeover of Gates, including his new Callaway spot. "skeptics might think there's a plan" behind the makeover. Image consultant Clive Chajet: "I would strongly recommend against him making Callaway commercials for golf clubs." Hegedus said that Chajet "can't figure out ... why [Gates] is doing the Callaway spot. Gates did a Coke commercial that came up empty a few years back. Gates the pitch man doesn't seem to work" ("Market Wrap," 3/6). On "Business Center," Hegedus added that Celine Dion will be Callaway's next celebrity endorser, and that each endorser is offered 5,000 shares of Callaway stock as payment (CNBC, 2/6).