• by Larissa Faw , March 1, 2020

The United States Golf Association (USGA) is developing the U.S. Open into a distinct brand given that the tournament drives nearly 75% of USGA’s revenue.

A related campaign, developed with agency Zambezi, centers on the tagline “From Many, One” -- a variation on “E Pluribus Unum” (one of several unofficial U.S. mottos) to celebrate the nearly 10,000 golfers who will try to qualify for the U.S. Open tournament. That field is narrowed to 156 players who qualify to play.

The initiative kicked off with a 15-second tune-in ad featuring actor Don Cheadle, who serves as a U.S. Open brand ambassador during key events like the NFL Playoffs. On Saturday, USGA revealed  a 30-second “E Pluribus Unum, Baby” spot showing Cheadle lounging in a bar as he lyrically speaks about the triumphs and achievements from past games. 

Additional TV and digital video viewers will run throughout the U.S. Open qualifying process, which begins in April. A series titled “From the Many: The U.S. Open Is…” will showcase amateur golfers discussing their qualifying stories and the path that the “many” will take to get there.

Another series of vignettes will feature golfing legends Jack Nicklaus, Tom Watson and Tiger Woods, among others, as they reflect on the significance of the U.S. Open and the moment that they became the “one.” There will also be print and social media support as well as on-site signage during the June 15-21 event held at Winged Foot Golf Club, in Mamaroneck, NY.