Creativity

What Would Watching Golf Distract You From Doing?

The European Tour Captures the Drama of the Sport in Slo-Mo

Published on Feb 26, 2015

Editor's Pick

This ad promoting golf's European Tour uses super slo-mo to capture the drama and excitement of golf. Vignettes show a series of people who watch pro golfer Martin Kaymer take a shot on TV and become amusingly distracted from what they are doing -- whether it's passionate kissing, running on a treadmill or whipping cream. A dramatic score (Mozart's Requiem Lacrimosa) heightens the effect. Saatchi & Saatchi London created the film, directed by Ben Murray and James Willis from Bullion.

The campaign is designed to differentiate the European Tour from the PGA, and to engage all levels of golf fans, from casual viewers to diehards. A 30-second broadcast version will run on global sports networks in addition to this 60-second YouTube film. There will also be social activity around the hashtag #DramaOnTheWorldStage, including a competition to win the gear Kaymer wears in the film.

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About

Credits

Date
Feb 26, 2015
Agency:
Saatchi & Saatchi London
Client:
European Tour

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