Jun 12

McCann Issues ‘Golf Love Tests’ for Zurich

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McCann Worldgroup launched a campaign for insurance company Zurich in anticipation of the upcoming U.S. Open on June 15th, entitled “Golf Love Tests.”

A 40-second spot sees golfers Rickie Fowler, Justin Rose, Lexi Thompson, Ben Crane, Jamie Donaldson, Billy Horschel and Keegan Bradley facing a polygraph test to determine if they really love golf. The test administrator asks such tongue-in-cheek questions as whether they’ve insured their swing, whether they’ve insured their caddy and “Do you keep your caddy in a safe?” Golf fans should get a kick out of seeing the stars in a less serious light, and there are longer videos of each individual golfer for those who wish to see the idea carried further. In addition to the online spots, written by Gabriel Miller and art directed by Ronaldo Tavares, the campaign also includes broadcast and print components.

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Aug 07

JWT Launches ‘Forever Faster’ for Puma

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JWT has launched the new “Forever Faster” brand platform for Puma, starting with the new anthem ad “Calling All Troublemakers.”

With the stated mission “to become the Fastest Sport Brand in the World,” Puma tapped the world’s fastest man, Usain Bolt, and a host of other star athletes for a global multimedia campaign. Alongside Bolt in the 60-second “Calling All Troublemakers” are soccer icons Mario Balotelli, Sergio Agüero, Marta Vieira da Silva; golfers Rickie Fowler and Lexi Thompson; and the Scuderia Ferrari Formula One team. The athletes were chosen for their individuality in “both performance and personality,” and the spot does have a bit of a mischievous streak to it. But Puma sees “Forever Faster” as more than a campaign tagline — it’s also a company motto representing the desire to “quickly identify product designs and innovation, trends and style and bring them into the marketplace in a more dynamic manner.”

“Forever Faster is about Puma making a statement as a brand and reminding people that we are and will continue to be the fastest sports brand in the world,” explains Adam Petrick, global marketing director at Puma. “We’ve always been known as a brand that takes risks and that’s not going to change, Forever Faster clearly represents that. This is going to change the way we approach product design and innovation as well as how we market our brand.” Stick around for limited credits after the jump. (more…)

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Aug 29

Farmers, RPA Present Dick Fowler, Dispenser of Golf Course Justice

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A new series of online videos from Farmers Insurance and RPA (who also handle Honda) highlights the insurance company’s partnership with PGA golfer, Rickie Fowler. But instead of just having Fowler appear as himself, they transform him into Dick Fowler, P.I., dispenser of golf course justice. The series is an obvious homage to the 70s, with the full mustache, and the kind of jerks you’ll meet on the golf course.

In the first video, “Backswing Sting,” Fowler deals with a problem everyone has faced, whether on or off the course: the loud cell phone talker. Fowler deals with the loud talker in somewhat predictable fashion, but there is a nonsensical explosion you probably didn’t see coming.

In the follow up, “Divot Dummy,” Fowler deals with a problem more specific to the golf course: a golfer who doesn’t replace his divot. This is perhaps the more amusing of the two, with Dick Fowler forcing the “divot dummy” to eat his divot, served on a silver platter. This new, lighthearted series from Farmers is a welcome departure from the tiresome “University of Farmers” campaign.

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