Hairy Situation: PGA Tour To Debut Latest FedEx Cup Playoffs Ad
By Jon Show, Staff Writer, SportsBusiness Journal
The PGA Tour is once again using a mix of golfers and postseason veterans in other sports to promote the playoffs for the FedEx Cup. In the newest spot breaking during coverage of this week’s RBC Canadian Open, two of Canada’s biggest sports stars discuss applying the Stanley Cup playoff beard to the sport of golf. Hockey HOFer Wayne Gretzky, asked by Mike Weir for advice about the postseason, says, “Well Mike, sometimes in hockey, the guys, they don’t shave; they grow a playoff beard. They think it brings them good luck and helps keep them focused.” Weir: “Playoff beard, eh?” Weir then appears on a tee box with a full-grown beard. Ford scores some free exposure in the spot despite Buick’s status as official car of the PGA Tour. Gretzky, who has a marketing deal with Ford Motor Co. of Canada, wears a Ford logo on his shirt. Other companies gaining exposure through affiliations with Weir are Thompson Reuters, TaylorMade-adidas Golf and Titleist. This is the second of three playoff spots filmed by the PGA Tour and GSD&M Idea City. Jerome Bettis and Jim Furyk were paired in the ‘07 campaign and returned in an ad that broke after this year's U.S. Open. Weir and Gretzky will appear in another spot closer to the playoffs. Roger Clemens and Vijay Singh last year filmed an ad for the campaign that was shelved amid allegations that Clemens used performance-enhancing drugs.
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