Golf equipment maker TaylorMade has launched a new campaign—anchored by a 17-minute-long documentary film—to promote its new Qi4D driver.   

The film is chockfull of golf technology information that only a true enthusiast can appreciate. But it also recounts previous product successes, failures and bounce backs leading up to the new driver.  

And for the casual fan, the film also features many golf greats including Nelly Korda, Rory McIlroy, Scottie Scheffler, Tiger Woods, and more, all of whom have endorsement deals with TaylorMade.   

The work was developed by the company's longtime ad agency Zambezi.  

The film’s :30 teaser went live on broadcast earlier this week on Golf Channel, and will air on CBS, NBC, and ESPN over the course of the campaign. Media will run on YouTube with digital and paid support on golf and sports-related websites. 

The social rollout includes Scheffler, McIlroy, Woods, Korda, and more of “Team TaylorMade” all activating around the film. 

Through audience studies, TaylorMade and Zambezi found that the brand’s base of followers--motivated golfers--are also content enthusiasts. Data showed that 70% of core golfers use social media to find new equipment, and TaylorMade has earned its highest engagement, spanning YouTube and Instagram, with earlier videos. Its Instagram feed alone provides a huge captive audience with 2.5 million followers.