Ideas We Love: Get Sprung

Issue Number 51: Callaway says hello to the Golf season

Hi there. How are you?

It’s the Easter school holidays. We’re both working hard. So it’s just a quick one from us this week.

As we’re sure you’re aware (ed: you’re probably not aware) - it’s the Masters this week. This is the first of Golf’s ‘Majors’ and for amateur Golfers like Tom, the tournament signals the start of the new golf season. Now that the days are a little bit longer and the weather should be a little bit better, golfers all over the world will get the chance to come out of hibernation and do the thing that they love.

To mark the occassion, golf equipment brand Callaway has released a new film entitled Get Sprung.

Now we know it’s just a film. But there are loads of lovely little easter eggs littered all the way through this for the Golf enthusiast. We also love how it’s littered with Callaway ambassadors Inci Memet, the Forebrothers, George Blackshaw and elite player Xander Shauffele. It’s narrated by Andy Murray. He’s recently been announced as a new ambassador for the brand as well, having gone full golf nerd in his retirement from pro-tennis.

There are so many little strands that this simple film brings together for Callaway - the Murray deal, their new partnership with Sky Sports (where Memet works as a presenter)… and maybe we’re imagining it, but it feels like the penultimate line of the script throws forward subtley to the release of Happy Gilmore 2 , the much anticipated golf movie featuring Adam Sandler. Leaked imagery from Callaway’s range of products related to the film has also started to do the rounds in certain parts of the internet in the last few weeks too.

We’ve written about ads like this before. It’s got a whiff of Adidas’ House Party about it and we’re suckers for ads for communities by communities. This could have been a social post - but instead it’s on telly - and there is something nice and generous about that kind of act from a brand which has, to be honest, a rather limited appeal.

At the same time as speaking to the engaged community - it does a good job for advertising the sport more broadly to people who might be sitting on the fence of taking up the game. It’s filled with young, diverse faces. None of whom look like the Golfer many will imagine when they think of a sport filled with dodgy trousers and loud knitwear.

Until Next Time

As we said. It’s a quick one this week! We’ve hope you’ve enjoyed it.

Until next time. Cheerio.

Tom & Matt x