Plenty of people like to amateurishly play golf. Very few people enjoy watching golf be amateurishly played. So when we were tasked with driving U.S. Amateur ticket sales, we knew that tapping into avid golfers’ love of the game and suggesting that they might play a part in the next great player’s rise to fame were the best ways to do it. After all, every legend starts somewhere.
Using a simple graphic style and clips from the PGA’s vast library of legacy footage, we produced a :30 commercial that ran locally and a series of posters that were displayed in golf stores across the city. The Amateur was so successful, that the very next year, the PGA asked our client to host the BMW Championship—the third leg of the internationally renowned PGA Tour.
