Timed to leverage interest in the US Open, PGA Tour Superstore and Taylor Made have teamed up to launch a Father’s Day campaign starring Dash (the three-year-old son of world number one Jason Day).
This cutesy, heart-warming social media campaign focuses on the fact that Father’s Day falls on the same date as the final round of this year’s tournament and builds on the toddler’s traditional run onto the final green to hug is dad to celebrate a victory.
Known as ‘The Dash’, this sight has become something of a ritual during Day’s seven wins during the last 12 months.
The campaign revolves around a 30-second spot called ‘Just Another Sunday’ which blends together home video footage and mobile shots with official broadcaster action of the superstar golfer and his son.
While Dash himself narrates on his family’s everyday activities (including playing and practicing golf) and then invokes Father’s Day and the world number one’s chances of winning the US Open.
The schmaltzy video closes with Dash saying ‘I love you, Daddy’.
‘When I first saw the commercial, especially at the end I just started crying,’ said Day during Tuesday’s pre US Open press conference.
The ad is amplified across both brands’ social media channels – such as Twitter,
Some of the best memories with Dad are made playing Golf…
Share your memories with #GolfWithDad@TaylorMadeGolfhttps://t.co/7SDriAV7V5
— PGA TOUR Superstore (@PGATSS) June 2, 2016
along with other Father’s Day campaign pieces.
Give Dad the advantage this #FathersDay. #TourPreferred
Shop for Dad: https://t.co/CWxywcj2a9 pic.twitter.com/9ZpDkM61td
— TaylorMade Golf (@TaylorMadeGolf) June 8, 2016
Day himself explained how his wife Ellie helped their son learn his lines at a recording studio near their Columbus, Ohio, home.
‘What better opportunity than now do I have to get to do this stuff and really look back on it and say I did some pretty cool stuff when I was playing golf,’ he commented.
‘And Dash can have that exact same thought when he’s growing up, saying that he did some pretty cool stuff. He got to travel the world. He got to be on TV and do some pretty fun things.’
Day is also one of several player endorsers fronting a set of other social media marketing assets for his equipment sponsor Taylor Made during this year’s US Open.
Jason Day – Why hitting it high is crucial to shooting lower scores.#M2irons: https://t.co/1ON1EDzAC3https://t.co/yEl1UmOSkO
— TaylorMade Golf (@TaylorMadeGolf) June 3, 2016
"The Jason Day Putter" – the story behind the most wanted club on Tour: https://t.co/LCfmfy9yUL#SpiderLimited pic.twitter.com/X3dAKQtNV3
— TaylorMade Golf (@TaylorMadeGolf) May 26, 2016
Jason Day is already bringing the heat in Pittsburgh. #USopen pic.twitter.com/SYvHCyBfAW
— TaylorMade Golf (@TaylorMadeGolf) June 12, 2016
Comment
It would be a lost opportunity for golf apparel and equipment brands not to make the most of the fact that this year’s US Open coincides with Father’s Day.
For the Adidas owned Taylor Made it is something of a perfect storm: having a player ambassador who is not only currently the world top ranked golfer and tournament favourite, but also the player most currently associated with the dad/son bond.
Links
PGA Tours Superstore YouTube:
https://www.youtube.com/user/PGATOURSuperstore
PGA Tours Superstore Twitter:
PGA Tours Superstore Instagram:
https://www.instagram.com/pgatss/
PGA Tours Superstore Google+:
https://plus.google.com/u/1/117076228594668612211/posts
PGA Tours Superstore Web:
http://www.pgatoursuperstore.com/
Taylor Made YouTube:
https://www.youtube.com/user/TAYLORMADEGOLF
Taylor Made Twitter:
https://twitter.com/TaylorMadeGolf
Taylor Made Web:
