Design three (3) or more single page ads for
your assigned client. Your campaign must have one concept that
carries throughout all pieces.
Each ad must have the following information:
1) Name and logo (you will write a tagline for your client).
2) Headline (you will write one for each ad embracing the overall
3) Body copy (you will write at least one paragraph for each ad).
Design specs: You will pick the publication, ad size and page
location for your ad campaign.
The Callaway Golf Company is an American global sporting goods
company that designs, manufactures, markets and sells golf
equipment, golf accessories and golf lifestyle-related products. For this reason, We Are Golf was my choice for
the tagline, which I placed directly under the V mark in the Callaway logo. Although Callaway is best known for their
Big Bertha Drivers and Fairway Woods, I chose to create a campaign featuring several golf balls from their lineup.
Most golf ads feature predictable photos of the product on the golf course, many with player endorsements.
To avoid this overused theme, I placed the ball in a variety of preposterous settings linking the abstraction to the
headline. Example: (Image) I replaced the yolk of an egg with a Callaway Hex Hot Golf Ball, indeed frying on hot
pavement. (Headline) Sizzlin’ Hot in Solar Yellow. Each image and headline reinforces the adjective before ball
speeds in the first line of copy (Callaway’s award-winning aerodynamically designed ...generates scorching ball
speeds and... ). As for Callaway’s new golf ball designed for women, (Solaire’s Pearluminous Pink Finish evokes
a stylish... ) reflects on the color along with its award-winning aerodynamic design. The hex pattern that encloses
each image enhances the golf ball’s award-winning design. To anchor each ball’s ad, I reworked the 12-ball pack
with a complementary design.
I selected Golf Magazine, the preeminent golfer’s publication, for my campaign. My placement—the back cover.
Besides home delivery, it is encountered at a multitude of other locations—newsstands, golf pro shops, health care
reception rooms, professional business offices, bank lobbies, libraries, fitness centers, barbershops, etc. With a
fifty percent chance that the magazine will appear back cover up at many of these locations, the ads will attract
attention and spark conversation even with the least likely audience. Also, I would enlarge the ads for wide format
print posters to complement in-store promotions, pro shop signage, and other sports venue displays.
• Great overall concept, really works
• Love the idea of not using the quintessential golf course pics
• Playful headlines not only relate to each image, but actually tie-in with golf lingo
• Strong use of word play linking headlines with first line of copy
• Exceptional effort in Photoshop manipulation
• Distinct hex pattern of each ad gives the campaign character
• Love the buttom portion of each ad, clean and simple—adds perfect balance to the image
• “Excellent campaign” Paul Booth