• by Fern Siegel , September 1, 2023

Topgolf's newest take on its “Come Play Around” campaign, developed by creative agency of record Anomaly, introduced the “Hand Head Crew.” Each person has a hand instead of a head to suggest that friendly gestures enhance play.

The campaign taps into the varied emotions players experience when they visit a Topgolf venue — from anticipation to acknowledging a player's perfect shot. 

The cross-platform work is running across social, OOH, OLV, CTV, digital, video and print, including a full-page ad in Vogue. 

The 60-second spot is here and the 30-second is here. The special effects were done by outfitting people in custom head gear, then adding CGI in post-production to create a more lifelike look.

The “Come Play Around” campaign first launched last fall.

Topgolf Chief Brand Officer Geoff Cottrill, said: “The Hand Head characters represent our belief in the power of play ... and it doesn't matter who you are or what you look like — we all experience the same emotions and expressions." 

Anomaly client's roster includes Mini, Rimowa, Dick's Sporting Goods and Johnnie Walker.