AMERICAN EXPRESS + USGA: PLAY 9

Broadcast, Digital Content

Brief: Get young golfers, 75% of whom thinks it takes too long to play golf, excited about the game again.  

Response: We worked with iconic standout Rickie Fowler to promote Play 9, a new way to look at golf that gives players time to do more, play more, and as a result, play better. From script to air (ESPN, NBC) we created the entire spot in just over two weeks, using a completely modular set, minimal cuts and tear-away wardrobe to convey the seamlessness of Playing 9.

The spot led viewers to the USGA Site, where fans accessed tons of related content, and learned more about Play 9 Day, when featured special offers from American Express on rounds of 9 hole golf.

Credits:

Creative Director: Phil Koutsis
Copy: JM DaVirro
Art Director: Kyle Mahan
Director: Adam Donald