Wilson Staff asked 50,000feet to create a broadcast spot featuring the DUO golf ball and the rich story behind it. DUO is the world’s softest golf ball, and with it, Wilson was the first to master low-compression technology, helping golfers hit greater distance with greater accuracy. The spot needed to highlight the technology at work in every DUO ball while claiming Wilson’s role as a game-changing innovator.

Who better to tell the story of DUO than the dedicated engineers who designed it? Enter Frank Simonutti, Wilson Staff’s Global Director of Innovation for Golf Balls, an engineer’s engineer who eats, sleeps, lives and breathes golf balls. The spot features Frank’s tireless pursuit of the perfect golf ball, with golf balls and drop tests permeating his life at home, at Wilson, on the road and back again. His dedication, like DUO’s performance, is unflagging.

The spot aired on the Golf Channel and helped Wilson Staff raise brand awareness while asserting its position as the pioneer in low-compression technology. With it, Wilson was able to establish both heritage and innovation, as well as humor and credibility. And, with Frank at the forefront, Wilson was able to connect with audiences in a more personal and memorable way that resonated beyond product innovation.