Bridgestone Film The Herd Mentality by Publicis Hawkeye

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The Herd Mentality

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Industry Sportswear, Athletic Footwear & Accessories
Media Film
Market United States
Agency Publicis Hawkeye
Executive Creative Director Eric Moncaleano
Art Director Justin Wright
Copywriter Jason Arentsen
Production Velocity Films
Director Adrian De Sa Garces
Released April 2017

Credits & Description

Media: TV
Category: Sportswear
Client: Bridgestone Golf
Agency: Publicis Hawkeye
Production: Velocity Films Cape Town
Country: United States of America
Director: Adrian de sa Garces
Executive Creative Director: Eric Moncaleano
Art Director: Justin Wright
Copywriter: Jason Arentsen
Producer: Lisa Gardner
Executive Producer: Karen Kloppers
Sound Design: Matt Cimino
Sound Design: Greg Carlson
Account Director: Sarah Hartline
DoP: Peter Tischhauser
Visual Effects: Marco Raposo de Barbosa
Visual Effects: Darrin Hofmeyr
Agency Producer: James Roderer
Agency Producer: Chelle McDonald
Post production: Black Ginger
Account manager: David Jacks
Head of Production: Tracy-lee Portnoi
Flame Artist: Eddie Addinall
Bridgestone Golf wanted to take on Titleist, the overwhelming leader in golf ball sales and they wanted to do it in a big way. For years, Titleist's primary message has been that they’re, "The #1 ball in golf." In fact, it’s their tagline. But that "#1" status is solely based on the number of golfers playing their balls. Not the quality of their product. And when you ask golfers why they play Titleist, their answer is almost always,"Because it’s the #1 ball." This circular logic has created a follower mentality that’s kept them on top for a long time. Agency :Publicis Hawkeye, South Africa
That is where we saw a strategic and creative opportunity. Taking Titleist’s claim of being the #1 ball, and flipping the conversation to quality over quantity. Because if everyone is playing the same ball, how are you supposed to gain an advantage on the course? Especially when there is a better ball out there. And not only does Bridgestone have a lineup of balls that outperform Titleist’s, they also now have the added influence of the world’s most iconic golfer, Tiger Woods, to help drive this idea home. In the spot, herds of Titleist golfers search for their balls in hazards as Tiger heroically makes his way to the tee like a predator preparing to strike.