• by Aaron Baar , June 3, 2010

Video game maker EA Sports looks to bring the excitement of team sports to the usually staid world of golf in a new television and viral campaign promoting the company's Tiger Woods PGA Tour 11.

In a new television commercial airing this week, a Ryder Cup tournament is shown with all the pomp and celebration of a football game, including a mascot leading the team through a banner and former NFL coach Mike Ditka strategizing about how to play a hole with Tiger and other professional golfer teammates. At the end of the spot, from San Francisco agency Heat, Tiger puts for the win and the crowd goes wild, well beyond a traditional "golf clap."

A digital campaign continues the metaphor, with Tiger and teammates using team sport tactics (curling brushes on a putting green, chipping into a basketball hoop) to win holes and tournaments.