Cannes Lions
SMUGGLER, New York / GOLFSMITH / 2016
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When Steve attempts to hit a long shot over a pond at the golf course, he accidentally chips the ball right into the water instead. Irritated at his mistake, he lectures himself aloud as other golfers uncomfortably await their turn. Golfsmith advises Steve not to be so hard on himself, declaring it was the club's fault. During a friendly round of golf, a man with sweat stains on his polo shirt looks at the flagstick as his friend on the other side taunts him on the difficult shot he needs to make. He doesn't need luck or a sweat-wicking performance shirt to perform at his best, until he attempts the chip shot and nearly hits his friend with the ball. A frustrated golfer takes a swing on the green by the fountain. Maybe it's not the freakin' wind. Golfsmith offers golf club fitting and gear until the wind never again
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