Callaway Golf is hoping to increase the “desirability” of the brand with a new pan-European ad campaign using fashion-style photography. The ads have been shot by luxury fashion photographer Richard Foster, who has worked for brands such as Mulberry and Gucci.
The campaign, created by created by Nexus/H UK, will break on January 19 and will run across press, digital and outdoor. There are four executions, each for different golf clubs, including irons, drivers and the company’s premium Diablo driver.
Callaway Golf says the advertising uses “assertive and confident” copy. One ad uses the line “Unleash Hell”, while another says: “Have Cake, Eat It”.
The print ads will appear in specialist golfing titles, as well as national press such as The Observer Sport Monthly, Daily Telegraph and lifestyle titles including GQ.
The strategy was led by Callaway Golf European marketing director Jeff Dodds. The former Honda marketer left the golfing brand this week, to join Virgin Media Television in the newly created role of brand and marketing director.