"One Of These Things Is Not
Like The Other" sings a children's chorus in an ad for TaylorMade's new white driver, and it may as well refer to the campaign itself, which is a stark departure from traditional, more somber ads for
golf products.
Debuting today on the Golf Channel, the multimedia "Only R11" effort from AOR NYCA includes broadcast, print and online. The driver's white aesthetic bucks industry standards
with a white crown and black clubface. It launches at the PGA Tour's season-opening Hyundai Tournament of Champions in Hawaii, which begins today.
The spot includes children's voices singing a
chorus from the familiar "Sesame Street" song as traditional, black-crowned drivers from competitive brands cross the screen in a monotonous parade. The final driver is TaylorMade's category-changing,
white-crowned R11 driver, which dramatically interrupts the procession.
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A "white out" will take place on TaylorMade's Facebook page and on select golf enthusiast Web sites. To visually support
the revolution of white drivers on Tour in 2011, TaylorMade is also planning a series of retail "white-out" events to celebrate the bold new product.
In a statement, Bob Maggiore, vice president,
brand and product marketing, said: "Golf marketing has become so cookie-cutter, and we felt it was time to move away from the pack. By creating a spot like this, we've shown how this driver's stunning
design, technology and performance clearly set it apart from the competition."
TaylorMade Golf Company is a subsidiary of Adidas Group. It holds a 40% market share, according to Golf Datatech
information gathered between July and October 2010.