SBD/9/Sponsorships Advertising Marketing

MICROSOFT WORDS: GATES ADDS STAR POWER TO CALLAWAY SPOT

          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).
                    
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Related Topics:

Callaway Golf, CBS, Coca-Cola, Viacom

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