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Creative

Topgolf Goes Out Swinging in New Campaign From Preacher

The new campaign takes a humorous, musical approach

Topgolf Goes Out Swinging in New Campaign From Preacher

Global sports and entertainment community, Topgolf Entertainment Group, is launching its first-ever integrated brand campaign called “Go Out Swinging,” also the brand’s new tagline (which will bleed through its venues, ads, signage, etc). The campaign will run year-round, and takes a humorous, musical approach to showcase Topgolf as the perfect venue for finding common ground for life’s everyday occasions -- not just the big occasions. 

The strategy behind all this stemmed from research done showing that  while most people know what Topgolf is, they don't always know when to go. This led to the strategy behind the campaign of sparking new occasions for Topgolf guests - golfers and non-golfers alike- to visit the venues.

So in other words (and in the words of the ads)…. If you're going to go out, you should "go out swinging." 

Check out the first spot, entitled 'Nobody Flaked', below:

Check out the second spot, 'Babysitter', below:

And check out the final spot, 'Long Lunch', below:

The work was created by Preacher, Topgolf’s creative AOR, and comes to life through :30, :15 and :06 videos drawing from life’s little under-celebrated moments –  stuff like long work lunches, landing a last-minute sitter, and reveling in the fact that no one flaked on group text plans. In addition digital ads prompt other reasons to go to Topgolf, from brunch to late-night, and playdates to first dates. The campaign is backed by a heavy buy across Hulu connected TV, Facebook, Instagram and YouTube, along with social initiatives running on Snapchat, and across Topgolf’s owned social platforms and in-venue marketing.

Nick Troop, ACD/Art Director at Preacher said, “For each group, there’s always someone - a “playmaker”- who carries the torch of gathering their people for some quality time. So for this campaign, powerful songs or ballads seemed like the perfect way to dial up the emotion and importance of making the perfect plans at the perfect place - Topgolf. We worked with a fantastic music house - Walker, and a hilarious director in Jake Szymanski, to tell stories of plans coming together to keep Topgolf top of mind for all the playmakers out there as they plan their next group outing.”

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Client

Advertiser: Topgolf

Brand Manager: Amy Conley

CEO: Dolf Berle

Chief Marketing Officer: Brian Radics

Creative Director: Carter Martin

Creative Lead: Michael Dhalliwal

Senior Marketing Manager: Michael Angelides

Production Company

Casting: O’Connor Casting Company

Director: Jake Szymanski

DOP: Andrew Wheeler

Executive Producer: Josh Morse & Michael Sagol

Line Producer: Luke Thomlinson

Music: Walker

Production Company: Gifted Youth

Sound Engineer: Dusty Albertz

Sound Mix: TBD Post

Offline

Assistant Editor: Andrew Oleck

Edit Company: Hutch&Co Technologies

Editor: Jim Hutchins

Executive Producer: Jane Hutchins

Creative Agency

Art Director: Nick Troop

Brand Director: Heath Tavrides

Business Affairs: Miiko Martin

Chief Content Officer: Rob Baird

Chief Executive Officer: Krystle Loyland

Chief Strategy Officer: Seth Gaffney

Copywriter: Maxx Delaney

Creative Agency: Preacher

Creative Director: Greg Hunter, Kellyn Blount

Executive Producer: Stacey Higgins

Strategist: Madelyn Wigle

Strategy Director: Ashley Shaffer

Category: Sports and Leisure , Sports clubs