Top golfers submit to lie detector for Zurich campaign

Zurich Insurance Group puts some of the world's best golfers to a lie detector test as part of a new campaign, launching ahead of the US Open.

Justin Rose: golfer stars in Zurich Insurance Group campaign
Justin Rose: golfer stars in Zurich Insurance Group campaign

The online ads, called "golf love tests", were created by McCann Worldgroup and are being seeded on YouTube and on a specially-created microsite ahead of the start of the US Open on 15 June.

The light-hearted ads feature Zurich golf ambassadors – Justin Rose, Rickie Fowler, Ben Crane, Lexi Thompson, Jamie Donaldson, Keegan Bradley and Billy Horschel – who are given polygraph tests to discern whether they truly love golf.

Some of the questions relate to insurance, whether the golfers have insured their swing, or insured their caddies, while others are more ridiculous.

The online ads are part of an integrated campaign includes TV and print work.

The online ads were written by Gabriel Miller, art directed by Ronaldo Tavares and directed by Bick and Antzis through Decon.

This article was first published on

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