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Justin Thomas and Webb Simpson Take the Course for Golf Shoe Brand FootJoy Spot

15/02/2022
Marketing & PR
New York, USA
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Butler, Shine, Stern & Partners and Stept Studios campaign also stars Will Zalatoris, Max Homa and Sungjae Im

An emphasis on innovation, unique product shots and a glimpse of the PGA’s elite take centre stage in the newest campaign from FootJoy, the leading golf shoe brand for over 100 years. “Innovation is a Force” launches globally this week with a new :30 spot that sits at the centre of the initiative. 

The new work includes both brand and product-oriented creative to highlight the unique depth and dimension of the FootJoy brand, all under a banner of an unmatched commitment to innovation for golfers.

Developed in partnership with long-standing creative partner Butler, Shine, Stern & Partners (BSSP), the creative leverages highly technical camera setups and unique golf settings featuring unexpected angles of the FootJoy product and visually stimulating footage of PGA Tour Players, including Justin Thomas, Webb Simpson, Will Zalatoris, Max Homa and Sungjae Im, among others and amateurs-alike, resulting in a series of visually intriguing and cinematic spots.

The brand creative will be accompanied by a series of :15s high impact videos showcasing FootJoy’s primary footwear launches this Spring. This includes the all new Tour Alpha, the athletically-inspired Fuel, the Field, a new addition to the Premiere Series line, and an update to the Pro|SL, the #1 performance spikeless shoe in the game. With an unparalleled dedication to the game, FootJoy relentlessly strives to improve its products and create the best possible golfing experience for consumers

“Innovation is a Force” will run across global TV, Print, Digital and Social, and will be supported by paid digital and social elements. This is the fifth campaign from FootJoy and BSSP since they began their partnership five years ago.

Jeff Hornung, creative director at BSSP: “FootJoy has never been a brand to rest on its laurels. Time and time again they’ve revolutionised their products to help golfers of all levels reach a new level of play and push their game forward. In this campaign, we wanted to highlight FootJoy’s innovative spirit and creative thinking. With quick cuts and crisp visuals, FootJoy’s products and partners shine as they play the game at the centre of it all.”

Ken LaRose, SVP, brand and consumer experience, at FootJoy: “At FootJoy, we apply on-trend design and leading performance technology to deliver products that allow golfers to look, feel and play their best. This new campaign does a great job showcasing our commitment to innovation for every golfer – from PGA Tour professionals, to elite amateurs, to those new to the game.”

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