Golf Star Justin Rose Knows True Grit in Morgan Stanley Sponsorship Spot

Just in time for this year’s 50th anniversary of THE PLAYERS Championship, Morgan Stanley, which is a proud partner of the tournament, has released its latest creative featuring long-time Morgan Stanley Brand Ambassador and PGA Tour professional Justin Rose.

Titled 'From Grit to Vision,' the advertising leverages archival footage to emphasise the importance of determination to both Justin’s hall-of-fame career and Morgan Stanley’s approach to clients: pairing the vision of what’s possible with the grit it takes to make it happen. It builds on the company’s 2023 global brand campaign, 'Old School Grit. New World Ideas.'

Justin was dubbed the next great golf 'phenomenon' at the age of 17 but his career – like most – hasn’t always been easy. After an infamous string of missing 21 cuts in a row, he never gave up and used technology, training and coaching support to return to the top of the sport. 

Talk about grit.

As Morgan Stanley CMO, Alice Milligan, said, “Justin’s story is the perfect reflection of our firmwide ethos of grit and vision coming together to help clients reach their full potential. Whether striving to win a storied golf tournament or planning for your financial future, determination and forward thinking will take you from the rough to the green.”

The spot was shot and directed by Kevin Foley, award-winning director and brother to Justin’s former long-time swing coach Sean Foley. Why? As a firm, Morgan Stanley recognises that collaborating with the right partner who understands you and your vision is vital. Pairing Justin and Kevin together for this spot embodies that ethos, and their personal connection provides an emotional perspective on Justin’s career.

The new ad, in 60, 30 and 15-second versions, was created with Dallas-based TMA (The Marketing Arm) and will run across a variety of paid media channels. These include targeted programmatic CTV, a golf-specific digital sponsorship on CNN.com, linear and streaming TV networks – CBS Sports, CNN, CNBC, Golf Channel and NBC Sports – as well as a timely out-of-home ad placement in the Jacksonville Airport, welcoming visitors to the area during the week of this year’s THE PLAYERS Championship. 

Commented Justin Rose, “When Morgan Stanley approached me with this idea - showing not just the accomplishments, but also the toughest times of my career - it really got me excited. It is a testament to the ups and downs in life and the hard work that needs to be put in to achieve the best results. It was also amazing to work with my good friend, Kevin Foley, as he has seen every facet of my career through his own eyes.”