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SBJ/June 9 - 15, 2003/Sports Spots
Sports Spots: "Out, Brown Spot"
Published June 9, 2003
• Client: Wilson Sporting Goods
• Agency: Euro RSCG Tatham Partners
• Principals: For Wilson: Tom Gruger, business director, golf balls. For Euro RSCG Tatham Partners: Scott Maney, creative director; Greg Wells, art director.
• Media buy: Primarily ESPN
Summary: A foursome fidgets as a duffer lines up his tee shot. As he swings, a Scottish brogue in hushed tones reminiscent of a TV golf announcer says, "The new Wilson Jack — you can really hit the crap out of it." As the ball is satisfyingly struck, a malodorous brown ooze lands on one of the quartet's golf shirts, bringing the words to life.
A- For creative. We don't think there's a category where it's more difficult to be distinct than golf equipment. Almost every ad is the same. This spot cuts through the clutter. If you find it distasteful, you probably play the top-shelf balls that cost twice as much.
B+ For use of sports as a marketing vehicle. Golf is too much of a sacred cow and this is an effective cowcatcher. Still, Jack Nicklaus Golf Equipment wasn't amused. It's suing Wilson, claiming anything that combines "Jack" with golf is automatically associated with the Golden Bear. What a load of ...
Sports Spots is a monthly feature of SportsBusiness Journal. Please submit VHS tapes of recent TV ads for sports brands or brands using sports as a marketing platform to Terry Lefton, SportsBusiness Journal, 1180 Sixth Ave., Third floor, New York, NY 10036.