Carlsbad, Calif.-based golf gear maker TaylorMade is backing its SLDR driver with a money-back guarantee: the club will increase your distance or you can return it.
The company says any golfer who buys the SLDR, not to mention the 460, 430 or Fairway and Rescue clubs, until the end of June can return the clubs for a full refund if the distance is not better.
TaylorMade says golfers who purchase any of the SLDR Metalwoods between the campaign dates have 30 days to test the clubs. Golfers have the option of calling a toll-free telephone number or going to taylormadegolf.com/guarantee to make the return happen if the distance gains aren’t forthcoming. The company says those who return their drivers will get a check within three months.
The effort is backed by a new TV spot, "Trust," via Zambezi. The ad features TaylorMade spokes-golfers Sergio Garcia, Dustin Johnson, and Justin Day, as well as robots and reviews of how successful the SLDR driver is, all to the tune of Etta James’ “Trust In Me.” The ad shows each of the players with supers saying, "Don't trust in Dustin; Don't trust in Jason; Don't trust Justin; Don't trust Sergio; Don't trust robots; Don't trust physics; Don't trust reviews. Trust your new distance."
The campaign includes four-page gatefold print units that will be dropped in most golf publications, and Sports Illustrated. Digital includes banners and homepage takeovers, and eMags.
The campaign touts the club's technological differentiator: a low-forward center of gravity which the company says optimizes height and lowers spin. It also touts the company's use of robot testing to reproduce the motions of a golfer.
In February, the company used the same golfers to tout its Jet Speed Metalwoods with a campaign, also by L.A.-based Zambezi, that shows the golfers as little marionettes chasing golfers around the green as “Speed Police.” Besides TV, the effort includes print and digital elements.