Golfers well know the feeling of hitting the links come springtime, and now one footwear brand is putting a name on that emotion: joy.
With the launch of its spring campaign this month, FootJoy is working to drive deeper engagement with the public by focusing on the joy felt by golfers worldwide.
The work was developed by the brand’s new agency, Butler, Shine, Stern & Partners, and highlights the emotional connection players have with the game as well as the products and rituals that go along with great golfing experiences.
The campaign introduces Tour-S, FootJoy’s newest high-end performance shoe, and features some of the best male golfers, including Justin Thomas (pictured here), Adam Scott, Rafa Cabrera Bello, Jimmy Walker, Webb Simpson, Charley Hoffman, Kevin Kisner, Jason Kokrak, Bud Cauley, and Andrew “Beef” Johnston.
The :30 launch spot showcases the personality of the brand and of its Tour ambassadors by showcasing how FootJoy partnered with elite players in the development of the Tour-S.
A second spot, “Joy of the Season,” heralds the start of the golf season by highlighting some of the familiar sights and sounds of the game.
The third spot in the campaign highlights FootJoy’s leadership position in the industry with a unique walk down a driving range. “The Range” highlights the brand’s authentic connection to the game, leadership position on Tour, and key products across shoes, apparel and gloves.
The integrated campaign includes cable and network TV, digital, and social. The campaign also includes print and an updated visual brand identity. Media is handled by Havas.