SBD/April 21, 2014/Marketing and Sponsorship

Drive For Show, Putt For Dough: Bubba Watson Stars In New 30-Second Spot For Bojangles

Golfer Bubba Watson will appear in a new ad campaign for Charlotte-based QSR Bojangles that "pits recognized sports figures against Master Biscuit Makers in 30-second biscuit bakeoffs," according to Karlene Lukovitz of MARKETING DAILY. The spots for the campaign, which promotes Bojangles' breakfast meals, "mimic a celebrity competition TV show, with a dramatic soundtrack and competition-style voiceover." Watson is shown in the ad "kneading dough with a driver, then using it to powerfully drive dough balls at the oven door." The ad was filmed before Watson won The Masters earlier this month, but he is identified on-screen as both the '12 and '14 winner of the tournament. BooneOakley, Charlotte, which created the spot, indicated that updating the graphics "added some modest costs to the campaign." Bojangles will break a second spot in the series later this year that stars pro fisherman Guy Eaker (MEDIAPOST.com, 4/19).
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