Bridgestone Golf: The Herd

Bridgestone Golf wanted to take on Titleist, the overwhelming leader in golf ball sales and they wanted to do it in a big way. For years, Titleist's primary message has been that they’re, "The #1 ball in golf." In fact, it’s their tagline. But that "#1" status is solely based on the number of golfers playing their balls. Not the quality of their product. And when you ask golfers why they play Titleist, their answer is almost always,"Because it’s the #1 ball." This circular logic has created a follower mentality that’s kept them on top for a long time. Agency :Publicis Hawkeye, South Africa
 
That is where we saw a strategic and creative opportunity. Taking Titleist’s claim of being the #1 ball, and flipping the conversation to quality over quantity. Because if everyone is playing the same ball, how are you supposed to gain an advantage on the course? Especially when there is a better ball out there. And not only does Bridgestone have a lineup of balls that outperform Titleist’s, they also now have the added influence of the world’s most iconic golfer, Tiger Woods, to help drive this idea home. In the spot, herds of Titleist golfers search for their balls in hazards as Tiger heroically makes his way to the tee like a predator preparing to strike.