Happy Gilmore fans know that iconic golf legend Derick “Chubbs” Peterson’s best golfing days are behind him – thanks to that alligator down by the lake. While his hand may be forever gone, his expertise lives on, in a new campaign from PGA TOUR Superstore and AOR Tombras.
The nation’s largest specialty golf retailer has brought Chubbs – as well as his legendary mahogany prosthetic hand – out of retirement. The campaign launched on cable and digital during the Waste Management Phoenix Open (February 6-12), then on broadcast (heavy rotation on Golf Channel) in addition to key live golf tournaments, most notably the U.S. Open (June 15-18).
As a one-stop-shop for golfers, PGA TOUR Superstore truly has everything the golfer needs: the latest clubs, balls, clothes, and technology. As we all know in the Universal Pictures movie, Chubbs is famous for helping golfers find their happy place. This made him the perfect spokesperson to help the retailer usher in a new tagline: “Golf’s Happy Place.” The campaign, consisting of :30s and :15s, aims to modernize the brand in hopes of attracting the new, emerging generation of golfers, while also appealing to their core audience.
Tombras was named Creative and Media AOR for PGA TOUR Superstore in 2019.
“This campaign, like everything we have done with Tombras, positions PGA TOUR Superstore at the heart of the game as an experiential retailer serving as an extension of what people love about the sport. PGA TOUR Superstore really is golf’s happy place. So, when Tombras came to us with the idea of using Chubbs Peterson from Happy Gilmore to introduce our new tagline, we knew we had to do it,” said Jill Thomas, CMO, PGA TOUR Superstore.
“There’s an entire generation of golfers out there for whom Chubbs Peterson was the first example of a golf pro they’d ever been exposed to – thanks to Happy Gilmore. For a category obsessed with using pro golfers, Chubbs is unexpected and welcome. Cultural icons who hit the nostalgia button are a potent combination, and PGA TOUR Superstore is smart to take advantage of the opportunity,” said Dooley Tombras, President, Tombras.
Watch the video here: https://www.youtube.com/watch?v=MFq8oA_fSnE
CREDITS
Client: PGA TOUR Superstore
CMO: Jill Thomas
Brand Manager: Phil Oliphant
Agency: Tombras
President: Dooley Tombras
Chief Creative Officer: Jeff Benjamin
Creative Director: Maxx Delaney
Creative Director: Nick Troop
Executive Producer: Foz McDermott
Group Account Director: Chris Randall
Production Company: Imposter
Director: Carlyn Hudson
Producer: Conor Bailey
Licensing: Born Licensing
About Happy Gilmore
Adam Sandler stars as Happy Gilmore in the over-the-top comedy that scores a hole in one for hilarity. After his dream of stardom on the hockey ice melts, Happy Gilmore discovers he has a gift that could bring him glory on the greens. Trouble is, with his hot head and hard-hitting drives, Happy doesn’t just play golf…he destroys it. With the help of a retired golfer (Carl Weathers) and hot publicist (Julie Bowen), can Happy perfect his game and tame his temper to win the tournament prize money? With unforgettable appearances by Bob Barker, Christopher McDonald and Kevin Nealon, this comedy favorite features non-stop laughs that are par for the course!
Discussion about this post