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Menswear Brand Harry Rosen Interrupts the Masters to Bring You a Different Kind of Golf Coverage

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Campaign from Zulu Alpha Kilo highlights golf style with series of spots directed by Mike Nolasco, George Ault and Jacob Gawrysiak

Menswear Brand Harry Rosen Interrupts the Masters to Bring You a Different Kind of Golf Coverage

Tiger’s return to the Masters’ lush fairways isn’t the only major golf event kicking off today. Canadian luxury menswear icon Harry Rosen is launching a cheeky campaign for its first-ever golf apparel offering. It’s Canadian fashion history in the making.

The TV spots, which begin airing during live coverage of the Masters Tournament, feature all the trappings of a professional golf broadcast. Except the commentators aren’t gushing about the golf, but rather, the golfers’ style. They have far more to say about a player’s shirt game than their short game and the break in their pants than the break in their putt. 

The message is delivered with the dry wit that has been Harry Rosen’s calling card for nearly 70 years.

Interest in golf surged during the pandemic, with tens of thousands of young men across Canada taking up the sport. But many still aren’t quite sure how to navigate fashion on the links. Thankfully, while there may be lots of places to get advice on your game, nobody knows golf style like Harry Rosen.

“For over six decades Harry Rosen has helped Canadian men look and feel their best in their personal and professional lives. Advising men on how to present a look of confidence on and around the golf course is the next step”, said Trinh Tham, Executive VP and CMO at Harry Rosen. “We’re thrilled it’s come to life with the irreverent spirit inherent to our brand.  The campaign is vintage Harry Rosen cheek.”

The golf campaign was conceived by agency partner Zulu Alpha Kilo and is the latest installment in the brand’s “Set the Tone” platform, which launched in 2020. The idea stems from Harry Rosen’s founding principle: to help men dress their best and feel their most confident in any situation.

“Harry Rosen isn’t here to improve your score. They’re simply here to ensure you look and feel your best, whether you shoot 80 or 100. It’s a refreshing message conveyed in a smart and simple way”, said Wain Choi, ECD at Zulu Alpha Kilo. “Then again, when you feel your best, chances are you’ll play a little better too.”

The campaign includes video, out-of-home, social, in-store collateral, and print in golf publications. Media buying was handled by Harry Rosen. Zulubot handled post production and editing.

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Client: Harry Rosen

Agency: Zulu Alpha Kilo

Chief Creative Officer: Zak Mroueh

Executive Creative Director: Wain Choi

Creative Director / Copywriter: George Ault

Creative Director / Art Director: Jacob Gawrysiak

Clients: Trinh Tham, Kristin Meier, Tatiana Isaza, Zoë Innanen, Paul Michel, Christine Kwan, Ben Kriz

Account Team: Jessica Hill, Robyn Morrissey, Cosmo Haskard, Chris Rosario

Planning Team: Heather Segal, Cameron Fleming

Production House: Beach Lion

Producer: Laura Nolasco

Creative Director: Mike Nolasco

Post-Production Company: Zulubot

Director: Mike Nolasco, George Ault, Jacob Gawrysiak

Managing Director: Tom Evans

Head of Production: Adam Palmer

Video Editor: Max Lawlor

Post-Production Supervisor: Sarah Dayus

Online Editor: Felipe Chaparro

Audio Mix: Dino Cuzzolino

Genres: Comedy

Categories: Clothing and Fashion, Day Wear

Zulu Alpha Kilo, Thu, 07 Apr 2022 13:00:00 GMT