Morgan Stanley Supports New Generation of Leaders on and off the Course with 'First Tee'

Morgan Stanley launches its latest ad creative, 'Behind the Drive,' highlighting the impact of its work to invest in the next generation of leaders both on and off the course through its partnership with First Tee, a youth development organisation that empowers children to develop life skills through the game of golf. Dropping just in time for this year’s THE PLAYERS Championship, of which Morgan Stanley is a partner, the 30-second spot will run in tandem with a 15-second version over the coming weeks.

Laddering up to its global brand campaign, 'Old School Grit. New World Ideas.', and recent 2024 ad creative featuring long-time Morgan Stanley Brand Ambassador and PGA Tour professional Justin Rose, 'From Grit to Vision,' the new spot tells a story of persistence, resilience and the relationship between a player and coach, highlighting the hundreds of small moments, late nights and repetition that come before a single swing. 

The new creative will run leading up to, during and after THE PLAYERS Championship across a variety of paid media channels including: targeted online video, targeted paid social, golf-specific digital sponsorships on both The Athletic and CNN.com, and linear and streaming TV spots – including CBS Sports, CNN, CNBC, Bloomberg, Golf Channel, NBC Sports, ESPN, Peacock, Paramount and Discovery+.

Morgan Stanley chief marketing officer Alice Milligan said, “This next chapter in our brand storytelling is one of which I am particularly proud. 'Behind the Drive' captures exactly why we as a firm are so invested in the mission of The First Tee and what, together, we can do to really change the game for the next generation of leaders.”

Supply&Demand’s Kevin Foley, who directed 'From Grit to Vision' last year, said, “’Behind the Drive' is all about patience, consistency and building to create a future that only you can see... it’s the connection and guidance between a teacher and a pupil. It was so important to us to demonstrate that this relationship was earned over time, and to tell the story of an everyday kid who found something they loved and that made them want to get up early every morning and work to get better, with a supportive team around them.”