Lynx Golf has revealed its first TV advertising campaign promoting its thermo technology club. Created by Gutenberg Networks, the Omnicom production agency, the TV-led campaign will also run across digital, print and social media.
The campaign creative shows the Boom Boom 2 club replacing traditional sources of heat such as a radiator, iron and camp fire. The strapline ‘Bring the Heat’ features across all executions playing on the club’s ‘Hot 1 Technology’ and highlighting its USP.
"The Boom Boom 2 is a radically different golf club - heat has never been used this way before, nor the technology inside the club. Just like our product, we didn't want a golf advert that was traditional,” commented managing partner at Lynx Golf, Stephanie Zinser. “We wanted something subtle, clever - but powerful and compelling. We got that, and some.”
The campaign targets golfers who want to use the latest kit to improve their game and is the first advertising initiative since holding company, Charles Claire LLP, acquired the brand in 2011.
Luke Hammersley, head of TV at Gutenberg Networks, added: “We wanted the unique heat aspect to be presented in a thoughtful, playful way that isn't typical of a golf commercial, but with the club still the focus.”
A social media campaign aims to build on the advantage the club will give golfers with Allan Blair, head of strategy (comms and social) explained: “We created a social media strategy and content platform to provide amateur golfers with their own ‘mini entourage’. It will help them connect with a team of golfing experts and experience the training and advice pro golfers get in the real world, but also connect, share and have a laugh with their mates while doing it.”
Gutenberg Networks delivered the creative, production and post-production for all elements of the campaign and partnered with sister agency, Tribal London for the social media work.