Claydon Heeley's TV ad for Big Bertha II plays on club's feel

Callaway Golf is targeting golfers with a campaign containing the message that they will find its Big Bertha II club so exceptional they will want to use it for every shot.

Claydon Heeley Jones Mason has created a 30-second TV ad that will run in seven European countries, including the UK, in six languages.

The media spend for the campaign is £1.5 million. The media strategy, by Callaway's planning and buying agency, Manning Gottlieb OMD, involves targeting golfers during coverage of golfing events on sports and other cable channels. The media schedule will include Sky Sports in the UK.

TV will be supported with a radio ad.

The ad shows a golfer demonstrating what appears to be the perfect drive using the Big Bertha II. However, it then becomes clear he is using the Callaway driver on a putting green, conveying the idea that golfers will love the club so much they will attempt to play every shot with it.

Dave Woods, Claydon Heeley's joint creative director, said: "This Callaway driver has a clean, premium feel. We wanted to reflect that."

The ad was art directed by Chris Felstead and written by Gary McNulty.