Today, Saatchi & Saatchi launches ‘Magicians’, the next exciting new spot in the globally successful “Every Shot Imaginable” campaign for The European Tour.This time, the ad pairs the unique talents of world-famous golfers against the skill of a well-known magician, DMC.
The four-minute long online film will break on YouTube on Tuesday, featuring golfing legends such as Jose Maria Olazàbal and Paul Lawrie being wowed by the magician’s tricks, which include catching a golf ball that is fired at point blank range by Lawrie, and crushing another ball to dust with his bare hands.
In turn, DMC is stunned by the golfers’ own magic feats – playing bunker shots blindfolded, and hitting perfect drives using the wrong side of the club.
As well as the long film, a shorter 1 minute version featuring the Ryder Cup captain Olazábal will be hosted on the Ryder Cup website and the Ryder Cup section of the European Tour website to coincide with the start of the 2012 Ryder Cup on September 28 at the Medinah Country Club, Medinah, Illinois.
Saatchi & Saatchi will also seed further content through social media platforms to target both broad and core golf audiences.
Paul Silburn, creative partner, Saatchi & Saatchi says: “The golfers perform the unimaginable every day, and when they get a golf club in their hands, magical things happen. So what better way to test them than to get them to pit their skills against a magician?”
The 'Every Shot Imaginable' campaign began in 2010 with the first challenge – “The 200 yard gong shot”. Four golfers competed to be the first to skim a ball 200 yards across a lake and hit a floating 9 inch gong.
As the viral became famous it was picked up by the Sky Sports Network and broadcasted on several television programmes.
Saatchi & Saatchi followed up the 'Gong' challenge with the 'Clay Pigeon golf shot', where four different golfers attempted to smash a clay pigeon out of the sky with a golf ball. This follow up was also picked up by the Sky Sports Network, helping to elevate the brand further.
The 'Every Shot Imaginable' YouTube channel, which also features outtakes plus extra content from the Tour, has now had nearly 10 million views.
The European Tour hosts golf tournaments across the globe, with courses so varied that for a golfer to really succeed they need a special combination of imagination and shot making ability; hence the campaign idea: See Every Shot Imaginable.
ADVERTISING AGENCY: Saatchi & Saatchi
EXECUTIVE CREATIVE DIRECTOR: Paul Silburn, Kate Stanners
COPYWRITER: Laurence Quinn
ART DIRECTOR: Mark Norcutt
PLANNER: Paulo Carvajal
ACCOUNT HANDLER: Andrew Bell, Vicky Kidby
PRODUCER: Greg Hemes
MEDIA BUYING AGENCY: N/A
MEDIA PLANNER: N/A
PRODUCTION COMPANY: MPH
DIRECTOR: Kelvin Hutchins
EDITOR: Kelvin Hutchins
Production company PRODUCER: Mark Downes
POST-PRODUCTION COMPANY: Prime Focus
AUDIO POST-PRODUCTION COMPANY: WAM London