In Mid-March, SERVPRO activated its partnerships with the PGA TOUR and LPGA through a golf themed campaign created with agency BUNTIN called ‘Mulligan’.
The cleansing and restoration company worked with the Nashville-based agency to create a comic, multi-spot campaign built around the unofficial golf tradition of the ‘mulligan’ – a frequently played, one do-over per round tradition – led by a trio of commercials.
All three spots see a comic circumstance in which amateur golfers choose to take a ‘mulligan’: in a metaphor message that all golfers need the help of a clean-up and restoration expert sometimes. As the narrative arcs suggest, it is the experts at SERVPRO who make a bad thing seem ‘Like It Never Even Happened’.
The integrated US campaign, which launched on 11 March, spans national broadcast TV, paid social media, online video (OTV), and CTV and the work positions SERVPRO is the ‘Official Mulligan Partner’ and ‘Official Clean up and Restoration Company’ of the LPGA and the PGA TOUR.
The three ads, all helmed by Director MAMA of LA based production outfit World War Seven, illustrate the value of taking a mulligan.
In ‘Cave,’ a golfer chases her ball into the rough, or rather, into a cave where, as she prepares to swing, she is confronted by an angry bear.
‘Sand Trap’ sees an amateur golfer fail to land a good shot in a sand trap / bunker and the finds he is sinking into quicksand.
After their rounds are saved by a ‘mulligan’, a SERVPRO’s spokesperson concludes: “When a bad shot happens, you should take a mulligan. When fire, water, or property damage happens, you should call SERVPRO.”
A third, digital-only video, called ‘parody’ starts on the finely manicured beauty of a golf green as a voiceover talks about how precision and detail matters. Juxtaposed against this, a sloppy novice send a shot flying into tree trunks and then onto the windshield of a bystander’s car. But again, SERVPRO’s spokesperson saves the day by introducing the bright orange ‘SERVPRO Mulligan Golf Ball’ which is “made with SERVPRO’s patented, state of the art, ‘Like it never even happened’ technology.”
The ‘Parody’ spot concludes with the spokesperson explaining that this ball will help all fumbling amateurs make it onto the green – thus “making any bad shot ‘Like it never even happened.’”
“SERVPRO and the mulligan ball share one extremely important purpose: When bad stuff happens, they both make it ‘Like it never even happened.’ Now, as a result of this harmonious partnership, SERVPRO has doubled its ability to overcome adversity both on and off the green. Hey – it may not improve your golf score, but it just might give you a little peace of mind.”
BUNTIN EVP, Managing Partner and Chief Creative Officer Dave Damman
“The goal of this campaign is to associate our brand promise of ‘Like it never even happened’ into our everyday lives of second chances. We are starting with golf and placing these ads in golf content. We believe SERVPRO is the mulligan for properties, giving them a second chance…a do-over when disasters happen.”
SERVPRO VP of Marketing Services Chad Lewis
The campaign was commissioned by a SERVPRO marketing team led by VP of Marketing Services Chad Lewis and Director of Marketing Chris Layfield and created by a group at agency BUNTIN which included EVP, Managing Director & Chief Creative Officer Dave Damman, Senior Creative Leads and Writers Frank Bertino and Jay Brockmeier, Senior Creative Leads and Art Directors Jayden Harmse and Aaron Branch, Art Director Maddie Gosson, VP and Executive Producer Danielle Keenan, Senior Producer Patrick Haertel, VP and Director of Social Morgan Murray, Social Specialist: Sam Pinsly, Content Maker Zack Gregory, VP and Group Brand Director Tara Zottola, Brand Director and Senior Brand Lead Courtney Improta, Associate Brand Director Heather Melrose and Associate Brand Manager Maya Lozada.
The production company was WW7 (World War Seven) with Director MAMA, Managing Partner Josh Ferrazzano, Executive Producer Sloane Skala, Head of Production Kat Garelli, Production Coordinator Nathan Villatoro and Producer Jon Dawes.
Post production was handled by Open Water Post with Post Producer Matt Olson, Editor Andy Peters, VFX Lead Matt Perry, VFX Artists Cary Graham and Adrian Martinez, Flame Artist Tim Moore and colour was run by Jimmy Cadenas of Crooked Hat Color.
Launched to leverage spiking golfing interest around the 2024 Players Championship at TPC Sawgrass (one of a handful of tournaments to position themselves as the fifth Major), tthis sponsorship activation works builds on BUNTIN’S long-running ‘Like It Never Even Happened’ umbrella brand promise and platform for SERVPRO.