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Monday, September 26, 2011

Authenticity in Golf Marketing. How some companies get it and the Golf Channel still doesn't!

To be authentic in golf communications is critical. Golf is a game full of intricacies and nuance and the use of it in advertising and marketing is no less important. You would think companies using golf in their marketing would get that, wouldn't you? Well, in many instances they don't and the agencies they use are also clueless.

You would think the Golf Channel would get it right? Wrong! I have blogged previously about their awful Golf Now ads and the recent spots have not improved. They still lack authenticity. The actor clearly isn't a golfer, his terminology, his movement around the golf course, his use of a cellphone to book a tee time while his opponent is putting - we understand, it's supposed to be satirical - it isn't and it undermines the campaign.

To see a company using golf authentically in an ad take a look at the wonderful Zyrtec ad. Allergy drugs are not an obvious choice to associate with golf (particularly with a mother and daughter) but here it is pulled off with aplomb. Not only can the actors play, they look comfortable around the game and the closing shot of them walking is a joy! Great job by McNeil-PPC.

When you see further examples of the good, the bad and the ugly in golf advertising please let us know.

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