Let’s point out that advances in golf-club technology need not come at the expense of a traditional approach to the game.
Tommy Armour Golf needed to promote new clubs constructed with advanced materials, in a way that distinguished them from the characterless companies churning out undistinguished, gargantuan titanium clubs. The new tagline of “Take your game to the next level” struck a positive balance between forward-thinking design and engineering, and a clear understanding of the traditional talent challenges of the game that no new materials would ever resolve.
The Leap Partnership · 1995-1996 · The One Show, Honorable Mention
Creative direction: David Hernandez · Art direction: David Hernandez · Design: Andrew Day · Copywriting: Terry Cosgrove, Ted Xistris, Mark Bruker, David Hernandez, et al. · Photography: Benjamin Kende
