SBJ/February 2 - 8, 2004/Sports Spots

Sports Spots: "On the Ball"

Client: Professional Bowlers Association

Agency: Creature, Seattle

Principals: For the PBA: Lisa Gil, director of brand communication. For Creature: Matt Peterson and Jim Haven, creative directors and co-founders

Media buy: Nationally within the PBA's ESPN telecasts. Regional cable buys in markets before PBA tourneys in Indianapolis; Detroit; Milwaukee; Dayton, Ohio; Rochester, N.Y.; Spokane, Wash.; and Des Moines, Iowa

Summary: Pro bowling does not conjure up visions of athleticism. The PBA is attempting to change that with a campaign showing how other sports would adapt to using a bowling ball. Thus, a golfer attempts a drive and breaks his club; a man playing tennis tries to serve with a bowling ball, only to see his racket head break and hurtle over the net. Our favorite execution depicts a basketball game in which a player receives a pass, staggers under the weight of the ball and hoists up a shot — only to shatter the backboard and end the game. The tag line: "Not just any athlete can handle a bowling ball."


A- for overall creative. Attention-grabbing, light-hearted and well executed.

A for use of sports as a marketing vehicle: This made us think about bowling in a different light. Whether it will get us to watch bowling on TV is another question, but at least we're considering it.

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