Sky Turns the World’s Top Golfers Into Living Masterpieces for Augusta

Sky Creative have turned images of some of the world’s best-known golfers into oil paintings ahead of the hotly anticipated Masters golf tournament in Augusta.

The campaign focuses on “masters at work,” as parallels are drawn between the likes of Rory McIlroy, Shane Lowry and well-known artists.

The TV ad opens on a stunning wide shot of Augusta as the voice over, delivered by Sky Sports Golf Commentator, Andrew Coltart states: “Every masterpiece starts with a single stroke.” As McIlroy strikes a ball off the tee, it launches into the air and the screen transforms into an oil painting. The voice over continues: “For the masters, Augusta is their canvas.”

The cleverly scripted ad plays to the senses and builds excitement for arguably the biggest golfing weekend of the year.

Executive creative director of Advertising at Sky Creative, Robin Garton said, “This is a beautifully simple idea that needed to be beautifully executed. And there is a breadth of skillsets within Sky Creative that means we can deliver the whole creative process here – with the collaboration between departments meaning we get the right talent working really closely together for an outcome that is exactly that – beautiful.”

The work is supported by OOH activity, with images of Rory McIlroy, Shane Lowry and Bryson DeChambeau mocked up as oil paintings.

Marketing and brand director at Sky Ireland, Caroline Donnellan said, "The Masters is a significant event for golf fans each year, and we wanted this campaign to bring the magic of Augusta to life for fans throughout the nation. To achieve this, we've transformed golf into art, celebrating the mastery of Rory McIlroy, Shane Lowry, Bryson DeChambeau and more.”

The opening major of the year is live exclusively on Sky Sports. Coverage starts at 2pm on Thursday April 10. Get Sky Sports or stream with no contract on NOW.