Footjoy is a golf institution with a heritage that spans generations. The problem: the golf institution is being overturned by a new generation of golfers coming to the game for new reasons: because it’s social, it’s visceral, it’s fun. Footjoy was losing its footing with younger golfers and increasingly at risk of becoming your Dad’s golf shoes. Our objective was to reposition Footjoy for a broader golf audience by speaking to a broader emotion: the true joy of golf that only a true golfer understands.

In this film we brought the classic western trope of a showdown to a golf course. Professional golfers Sahith Theegala and Will Zalatoris are cast as sharp-shooting golf-cowboys hunting down their foe: the golf pin. Professional golfers Wyndham Clark, Max Homa, Danielle Kang and Anna Davis round out our cast as sharp-shooters watching the showdown with tense interest as the pin is defeated.

This film is the first step in reshaping the Footjoy brand perception. Our film aims to make the brand more relevant to a broader audience. While it just launched two months before the writing of this submission - and we are awaiting brand tracking and sales data - anecdotal evidence is showing us it’s gaining traction in the golf community. Social media engagement and sentiment have set new benchmarks on FootJoy organic channels with our audience saying things like “One of the best ads I have ever seen,” or “Best ad since peak Tiger Woods.”