Titleist Breaking New Campaign For NXT Golf Ball Brand
Titleist earlier this week broke the first three ads "in what will be a series of nine new humorous TV spots in support of its NXT golf ball brand," according to Chuck Stogel of BRANDWEEK. The $4M campaign via Arnold, Boston, is titled "Inside the Cup," and features ESPN's Scott Van Pelt and Sky Sports' Di Stewart "discussing a variety of golf topics in a talk show point-counterpoint setting." In one ad, titled "Flopodopolous," Van Pelt "rails against rules restricting grooves on irons." The campaign represents the "first major change in creative presentation for the NXT balls since the microbrand was introduced in late 2001." Beginning in '02, NXT was "humorously promoted in TV, print and online by actor John Cleese portraying disgruntled Scottish golf ball technophobe Ian McCallister." Stogel noted the "Inside the Cup" spots will "air on broadcast network golfcasts, in addition to placement" on ESPN and Golf Channel through the end of the year. The six remaining spots "will roll out over the next few weeks." A dedicated Web site, www.titleist.com/insidethecup, goes live May 1, and "online placement, including banner ads, will support" (BRANDWEEK.com, 4/22).
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