It’s US Master’s week and while the greens at the Augusta National may once again be lightning quick, Amen corner may again prove uncompromising and the azaleas will again be in full bloom, not everything in the World of golf is adhering to the status quo.
For Japanese golfing manufacturer Mizuno have chosen Masters week to launch a new 60 second online advert for their custom fitting Mizuno Swing DNA service in a style and medium which is something of an off-piste venture for the firm.
The advert ‘7 Days’, a spoof of the golf ‘infomercials’ popular in the 1980’s and a sideways dig at their competitors shot in a fast-moving, clunky DIY style is a far cry from the traditional Mizuno marketing look and feel. The new Mizuno ‘7 Days’ advert can be viewed at http://youtu.be/cI-EWyQXuqU
“This advert is a huge shift in style and messaging for Mizuno as we’ve long been associated with classical, understated, aesthetically agreeable advertising to reflect our product range,” commented Mizuno Marketing Manager, David Matthews.
“However, while the new advert is a major departure from this style and of course very tongue in cheek, there is also actually a serious consumer golfing issue to address here. We believe that while advances in golfing technology are undoubtedly steadily bringing the average handicap down, the science of club fitting itself is only really compelling to industry insiders, top professionals and those with a technical persuasion.”
“For the remainder, (the 99% of golfers which don’t fit into one of these categories) it can actually become over-scientific, slightly daunting and we believe may be scaring some golfers away to buy their new set of clubs straight off the shelf.”
“What we’re trying to say through this advert is that with Mizuno Swing DNA, our custom fitting can literally be as easy as one, two, three—the number of swings we need a customer to take to give us all the information we require to fit them with a new set of irons.”
“That’s all there is to it! We record all the data and all the techie stuff is done behind the scenes. Of course if the customer does want to know the ins and outs of the science our fitters will be happy to explain. The reality is that with Mizuno Swing DNA tools we can fit golfers in 10-15 minutes (although half an hour is preferable), and the clubs will be custom made and with customers ready to use within seven day of the fitting.”
For a list of Mizuno’s 400 Swing DNA custom fitting centres located throughout the UK please visit: http://golf.mizunoeurope.com/store/fitting-centres.php
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