Truth & Rumors: Timberlake-crafted Callaway ads to debut this weekend

Wednesday January 25th, 2012

Callaway's new ad campaign, which was featured in Truth & Rumors in December and will air for the first time this weekend, was crafted in part by Justin Timberlake, who was named creative director for the company in December. According to The Wall Street Journal, the ads, featuring trick shots by staff pros on the Vegas strip, are designed to reach a younger audience and spice up Callaway's image.

The marketing effort features golf pros such as Phil Mickelson and Annika Sorenstam using Callaway products to perform jaw-dropping golf feats on the Las Vegas Strip. One TV ad shows golfer Alvaro Quiros on a floating platform on the strip, hitting a golf ball 310 yards over the Bellagio fountain.In another, several golfers including Ms. Sorenstam hit balls from rooftop to rooftop along the strip. Helicopters fill in for golf carts."We wanted to make a statement that was more rock 'n' roll," said Mr. Timberlake, who has been a paid endorser for Callaway for several years but isn't in any of the new ads. Mr. Timberlake worked with Factory Design Labs, a Denver ad agency that began creating the new pitch in April 2011.
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