With the launch of their Spring 2018 campaign with its new creative agency, Butler, Shine, Stern & Partners (BSSP), FootJoy is focused on driving deeper engagement with consumers by celebrating the universal “Joy” felt by golfers around the world.
The campaign is built around “Feel the Joy,” a platform that showcases the strong emotional connection players have to the game itself and the products and rituals that deliver great golfing experiences. The work was developed to celebrate the passion of golfers, and to showcase FootJoy’s leadership position across shoes, gloves, and apparel. The campaign is headlined by the introduction of the Tour-S, FootJoy’s newest high-end performance shoe, and features some of the best golfers in the world, including Justin Thomas, Adam Scott, Rafa Cabrera Bello, Jimmy Walker, Webb Simpson, Charley Hoffman, Kevin Kisner, Jason Kokrak, Bud Cauley, and Andrew “Beef” Johnston.
“The game of golf is evolving, especially at the most elite levels. A youth movement is making the game more fun and approachable through an injection of personality combined with performance excellence. This bodes well for FootJoy and the spirit and energy we hope to communicate with the ‘Feel The Joy’ platform,” explained Ken LaRose, SVP Brand & Consumer Experience. “Our new campaign shines a light on FootJoy’s unique personality. Joy is a core part of our brand DNA, and it’s an emotion we are proud to embrace and celebrate with golfers. We want to inject energy into FootJoy with this campaign by marrying together industry-leading design and innovation with a crazy love for our brand and the game of golf.”
The :30s launch spot showcases the personality of the brand and of its Tour ambassadors by showcasing how FootJoy partnered with elite players in the development of the Tour-S.
As spring arrives and golfers around the world dust off their shoes and clubs and head to the course, FootJoy captures the passion, energy and anticipation with “Joy to the Season”, a 30 second spot heralding the start of the golf season by highlighting some of the familiar sights and sounds of the game.
The third spot in the campaign highlights FootJoy’s leadership position in the industry with a unique walk down a driving range. 'The Range' highlights the brand’s authentic connection to the game, leadership position on Tour, and key products across shoes, apparel and gloves.
“Joy is such an embedded part of the golf experience and the FootJoy brand,” explained Chris Toffoli, Creative Director at BSSP. “It’s a powerful emotion and our goal with this campaign is to share the personality of FootJoy as one that has a crazy obsession for the game and its products in a way that speaks to dedicated golfers everywhere.”
The integrated campaign launches in mid-February with cable and network TV, digital, and social. The campaign also includes print and an updated visual brand identity. Media is handled by Havas.