If you know any golfers, you know that winter is like purgatory. Across half the nation, the ground freezes and courses close, golf clubs go into storage and the game you love is put on ice for months.
As the #1 Driver in golf—and as a company of devoted golfers—TaylorMade knows that feeling, and has composed a love letter to fellow golfers yearning to get back on the course.
“The Wait” is Zambezi’s first brand ad for TaylorMade and was shot on and around Hazeltine National Golf Course in Chaska, Minnesota. The spot received heavy airplay on NBC beginning during the WGC-Cadillac Doral Championship and continuing through the start of spring on ESPN and The Golf Channel.
Launched on Facebook initially, it was viewed over 1 million times in its debut weekend. YouTube and Twitter were also hotspots for fan interaction, with print, digital banners, and social channels supporting.
Expect the Unexpected
TaylorMade came to Zambezi with a mission: generate excitement around the next greatest driver from TaylorMade, the M1, send consumers to trial and, ultimately, to retail to purchase the new club.
We started by creating a powerful tease video, "Divots," which generated hype and tons of consumer buzz around the new driver from TaylorMade, getting our campaign off to a great start.
We followed up with "Unexpected"—fully revealing M1 in all its glory.
TaylorMade challenged Zambezi to develop excitement for their new players irons, PSi, knowing that better players (single-digit handicaps) don't pay attention to advertising. A traditional media campaign was not going to work, so we focused on bringing the golfer inside the ropes.
Our Demand More campaign focused on the better player needs. We invited golfers to experience a true PGA Tour fitting, featuring superstars like Justin Rose and Sergio Garcia. We did this not with traditional video but with all-encompassing 360º Virtual Reality video. Available via YouTube 360º, Google Cardboard and an exclusive iOS VR app, golfers can participate in Justin and Sergio's fitting sessions as if they were on the course.
Combined with a full product website, and select print support (debuting Fall 2015), better players were entertained by the experience and left desiring the new PSi irons.
Made of Greatness
TaylorMade’s R15 driver is the result of 15 years of relentless innovation. Zambezi gave it a human face, aligning the inspiring legacy of the Tour pro with the product in Made of Greatness.
Intimate documentaries followed each Tour pro’s path to golfing greatness in conjunction with TaylorMade driver innovation over the last 15 years. The stories made innovation tangible and emotional with highs, lows and doubts that each athlete has faced in his or her career. Each one ends with an invitation for all golfers to unlock the greatness in them with R15.
TaylorMade’s 2017 M2 driver pushed the legal limits of how large a driver head can be. So, the brand needed a spot that would create intrigue and showcase this unique product-story in a compelling way.
We decided to create a stylized simulation of the testing process that determines how many cubic centimeters a driver head is. The voiceover explains how the USGA only allows a driver head to displace 460cc’s of water—but TaylorMade worked around that regulation by carving away the sole of the head. The result was a larger face, a massive sweet spot, and a driver that was legal … technically.