FootJoy Jokes Around With Cellos on the Green

Faux-BTS approach brings the funny

There’s nothing particularly innovative about campaigns that spoof the on-set antics behind making commercials.

And yet, done right, it’s a pleasing sub-genre that winks at the audience and zings the media-centric nature of our commerce-driven world.

Which brings us to Opinionated’s latest efforts for FootJoy. They introduce the brand’s new HyperFlex shoe and feature PGA Tour pros Justin Thomas, Will Zalatoris, Sahith Theegala and Cameron Young.

The guys appear on a golf course—d’uh—but the camera pulls back to reveal they’re “really” filming FootJoy spots. (The old advert in an advert routine.)

First, a riff on soundtrack music:

This next one’s all about setting up shots, in golf and commercials:

Finally, a quick take on slow-mo:

It’s been said that we all live inside a giant movie, TV show or advertisement. That implies BTS elements, too. One day, the walls could part, exposing an endless succession of camera crews. (Did someone just yell “CUT”?)

Canny craft can make such concepts shine. That’s what we have with FootJoy.

Smuggler director Randy Krallman nails the approach. He doesn’t try for big laughs, which is wise. It feels unforced, and frankly works better than it should.

“The playfulness inherent in this campaign gave the athletes an opportunity to do something more fun than show off their amazing footwork and swing, hit balls and look serious. Though they got to do that too,” agency copywriter Lauren Olson tells Muse.

“Our golfers have experience on different types of commercial and film sets so their level of comfort in front of the camera and playfulness worked to our advantage,” she says.

“The vibe was very relaxed and the trust established last year [with a similar cast and Krallman] allowed us to try different things and get a great result.”

The work breaks this week across cable, OTT, online video, social and digital.