TaylorMade’s new spot features (from L to R) golfers Sergio Garcia, Justin Rose, Dustin Johnson and Jason Day. “Speed Police”, a new advertising campaign by TaylorMade Golf Company, casts a side-eyeing glance at golfers who are playing with outdated equipment. The commercial, by the Los Angeles-based firm Zambezi, is the latest in an industry trend which encourages players to move on, but the jury is out on whether thrifty consumers are amused at the lighthearted — and not-so-subtle — messaging. TaylorMade’s JetSpeed metalwoods are pushed by endorsers, Justin Rose, Dustin Johnson, Jason Day and Sergio Garcia. “The foursome patrols golf courses, shaking down unsuspecting golfers playing old drivers. They’ve even got a Twitter handle: TMSpeedPolice. “The Speed Police campaign reminds consumers that golf is fun, and hitting the ball a mile with JetSpeed metalwoods makes it even more fun,” TaylorMade said in a release. “Golfers have heard every tech claim and distance-enhancing pitch in the book. Our goal was to bring some ‘fun’ and energy back to golf with a campaign that delivers a compelling product message and makes you stop and say ‘what just happened,’” said Bob Maggiore, CMO atTaylorMade Golf. “The use of these marionettes is a departure from traditional golf advertising and chances are you’re going to remember what they have to say about faster metalwoods.” But some consumers are already bristling at the notion of a brand alienating penny-pinching consumers in an already expensive sport in the name of “disruption”. Zambezi creative director Kevin Buth said in a statement that the sport needs the “Every major stick and ball sport is given license to push their storytelling to the brink of insanity, but people never expect the same kind of disruption from a golf brand’s advertising,” Buth said. “In a sport that desperately needs fresh air, TaylorMade definitely isn’t afraid to push the status quo.” TaylorMade sent the following tweet Tuesday: Tomorrow, slow, outdated clubs go on official notice. The @TMSpeedPolice are coming. You have been warned. #DistanceIsTheLaw — Speed Police (@TMSpeedPolice) February 18, 2014 Some consumers took exception with the messaging. ESPN sports business reporter Darren Rovell tweeted the following: TaylorMade launches ad campaign designed to get golfers to get latest & greatest. Theme in industry is encouraging turnover. — darren rovell (@darrenrovell) February 19, 2014 And folks quickly chimed in: @darrenrovell Bring down prices, average golfer won't spend the same amount every two years on a driver that they spend on a phone. — Chris Judge (@cjudge05) February 19, 2014 @darrenrovell sounds like a project I worked on with contact lens client. Making product to last vs. need for consumer to re-up = tough — Jon Arens (@jonarens) February 19, 2014 @darrenrovell Hopefully it involves some price reductions. Golf equipment is too damn expensive. — Mike Letourneau (@TheRealChuck84) February 19, 2014 Here’s the first (of many more to come?) thirty-second spot. Golfers: Are you moved? Let us know in the comments.
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TaylorMade ‘Speed Police’ to Golfers: Get Rid of Your Old Clubs