Miles Bennett
The world of golf has seen its fair share of commercials, some good, some bad, and some that are just plain annoying. With the explosion of the sports TV rights market, golf has become a multi-billion-dollar enterprise, and with that comes a steady stream of advertisements. During a typical golf broadcast, viewers are met with 18 minutes of commercials per hour, which can make watching golf a slog. This has created a commercial load problem for golf broadcasts, with key moments being missed or tape-delayed, and viewers having to toggle between different apps and networks to follow the action. Despite this, some golf commercials have stood out for their creativity and impact, such as those featuring Tiger Woods, which have been described as unforgettable and even helped grow the sport.
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What You'll Learn
Tiger Woods' commercials for Nike
Tiger Woods and Nike's 27-year partnership was one of the most lucrative relationships in sports history. Over the years, the duo has produced several iconic commercials, some of which are described below:
Juggling
The original Nike and Tiger commercial, 'Juggling', aired in 1999 and was directed by Doug Liman. It took only four takes to nail the entire shoot. In the commercial, Woods juggled for 28 seconds before connecting with the ball in mid-air.
Golf's Not That Hard
The four-spot series saw a fresh-faced Tiger Woods trying his hand at golf instruction, giving "tips" on everything from fixing your slice to fairway bunkers. The series gave many golf fans their first look at Woods’ comedic chops.
The Sweet Life
Shot during Woods' break after suffering an ACL injury and a double stress fracture in his left tibia following a victory at the 2008 U.S. Open, this commercial sees the rest of the PGA envisioning a life without Woods, with the great man returning and putting an end to their daydreaming.
Never
Nike paired Tiger with then-up-and-comer Rory McIlroy for an exhilarating look at the competitive world of golf. The commercial features a voiceover by Earl Woods, Tiger's father, who reveals the stern but fair approach he took to get Tiger to where he is today.
2005 Classic
By digitally inserting a young Woods into actual footage from his 2000 Open triumph at St. Andrews, Nike created a perfect combination of humour and heartfelt emotion. This commercial stood above the rest for many fans.
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Commercial breaks during live golf
The issue is exacerbated by the fact that golf, unlike other sports such as the NFL, NBA, and Major League Baseball, does not have natural breaks in the action. This makes it challenging to find suitable moments for commercial breaks without interrupting the flow of the game. Networks have struggled to balance the need for advertising revenue with providing a seamless viewing experience for golf fans.
One approach to managing commercial breaks during live golf is through \"Playing Through,\" where advertisements are displayed on a small screen while the golf action continues on the main screen. However, this method has been criticised for detracting from the viewing experience, as important moments may be missed or lack context. Golf fans have expressed a preference for uninterrupted golf action, even if it means sitting through traditional commercial breaks.
The quality of commercials has also been called into question, with some viewers finding them ineffective or pandering to golfers. The challenge of creating engaging and relevant advertisements that resonate with the golf audience is an ongoing one for sponsors and advertisers.
Despite the challenges, the financial incentives of the sports TV business are significant, making it difficult for networks to reduce the number of commercials. As a result, viewers have had to adapt, with some choosing to DVR live golf and watch it on demand to fast-forward through the commercials.
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Commercials promoting golf
Golf broadcasts have been inundated with commercials, which has negatively impacted the viewer experience. The issue is exacerbated by the fact that golf, unlike other sports, does not have natural breaks in the action, leading to a backlog of tape-delayed shots that need to be shown. This has led to viewer frustration and the need for more creative solutions to sponsored content.
Despite this, golf has seen some memorable commercials over the years. One notable example is Tiger Woods' first commercial with Nike, which introduced him not just as a golfer but as a symbol of a youthful movement in golf, appealing to the non-white American lower-middle class. The commercial ends with Tiger swinging his club, followed by a Nike swoosh, rather than him speaking, liberating the notion that Tiger Woods is more than just a golfer.
Another well-known golf commercial is the Superbowl ad featuring "Joe the 27 Handicap" and the "shankapotomus," which became part of the golf vernacular. This ad, with its smooth saxophone music and classic golfer attire, targeted a unique demographic.
Golf commercials also often play into golfers' aspirations, with humorous lines like, "One good year and that’s all taken care of."
With the rise of on-demand entertainment and golf's unique challenge of having dozens of balls in play, it is important for golf broadcasts to streamline their commercial breaks and provide a better viewing experience to grow and maintain an engaged audience.
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Commercials during the Super Bowl
Commercials aired during the Super Bowl draw a lot of attention. In 2010, Nielsen reported that 51% of viewers preferred the commercials to the game itself.
In 2023, Michelob Ultra aired an ad during the Super Bowl that featured a partnership with Netflix. The commercial, created with the agency Wieden + Kennedy, included professional golfer Rickie Fowler, former NFL star Tony Romo, and soccer player Alex Morgan. The spot also included a QR code that viewers could scan to unlock early access to the first episode of Netflix's new docuseries, "Full Swing," which follows golfers across a PGA Tour season.
Michelob Ultra also aired another golf-themed Super Bowl commercial in 2023, this time with a "Caddyshack" theme. The ad featured Golden Globe winner Brian Cox and tennis star Serena Williams.
Super Bowl commercials are well-known for their creative and unique approaches, and often feature celebrities and popular culture references. For example, in 2019, Anheuser-Busch InBev ran a Super Bowl ad for Bud Light that featured a character from HBO's "Game of Thrones," and in 2007, Garmin's commercial blended a Japanese monster movie with classic heavy metal.
Super Bowl commercials have become an integral part of the event, with viewers eagerly anticipating the creative and entertaining ads that will be showcased each year.
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Commercials for golf equipment
One notable commercial is Tiger Woods' first collaboration with Nike. In this ad, the name "Tiger Woods" represents not only the golfer but also a youthful movement in golf, appealing to the non-white American lower-middle class. The commercial ends with Tiger swinging but not speaking, followed by the iconic Nike swoosh. This approach elevates Tiger Woods beyond just a golfer and connects him with young golfers who use Nike products.
Another memorable commercial is titled ""Rory vs The Robot," featuring Rory, Tiger, and Frankie the Headcover showcasing Nike's "really forgiving irons." This ad showcases the improved production values and creative concepts in golf commercials.
While some commercials are lighthearted and entertaining, others tackle more serious topics. One such example is an emotional commercial addressing Tiger Woods' scandalous personal life and the passing of his father, Earl. This ad tugs at the heartstrings of viewers and showcases the human side of the golfing legend.
Golf equipment manufacturers have also embraced humour in their commercials. One example is a commercial featuring a sea monster living on a golf course, redefining the term "water hazard." This lighthearted approach adds a playful twist to the game and resonates with golfers who have experienced the frustration of water hazards.
In conclusion, commercials for golf equipment have evolved over time, incorporating improved production values, innovative concepts, and a range of emotions. From lighthearted humour to serious reflections, these ads have contributed to the sport's popularity and cultural impact, while also promoting specific golf equipment and brands.
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Frequently asked questions
Golf fans have complained about the excessive number of commercials during golf telecasts, which interrupt the flow of the game and make it difficult to follow.
The explosion of the sports TV rights market has made golf a multi-billion-dollar enterprise, and advertising revenue is essential to justifying the cost of broadcast rights.
NBC Sports executive producer Sam Flood has acknowledged the issue and stated that they are working on finding solutions to ensure that as much golf as possible is shown. One suggestion is to incorporate more creative sponsored content within the broadcast.
Yes, some notable golf commercials include those featuring Tiger Woods, such as Nike's "Golf's Not Hard" campaign and his ""swing portrait" commercial from 2006. Other memorable commercials include those by Jake Hutt, which some viewers have found catchy and entertaining.
Some golf commercials have been criticised for their poor attempts at pandering to a golf audience or for being overly corny and catchy.
