Dick's Sporting Goods is set to unveil an aggressive new TV campaign aimed at promoting its line of Slazenger Raw Distance golf balls. Airing nationally on ESPN and The Golf Channel starting January 4th, the spot features two unlikely co- stars: actor/comedian Steve Schirripa, best known for his role as lovable mobster Bobby Bacala on the HBO hit-series The Sopranos, and "Scratch", a 250- pound panther.
Schirripa plays a hard-nosed butcher, wrist-deep in raw meat, who leads a golfer/customer to the back of his freezer, where "Scratch" vigilantly guards the latest shipment of Raw Distance golf balls.
Jeffrey R. Hennion, Senior Vice President and Chief Marketing Officer, explains how the commercial idea came to life: "The butcher concept stemmed from our goal to appeal to the golfer's demand for a ball which delivers raw or impressively powerful distance. Scratch is simply a live version of the panther featured in the Slazenger brand logo."
Dick's Sporting Goods entered into a licensing agreement with the Slazenger brand in September, 2005, and currently offers a wide assortment of high-quality Slazenger merchandise. Great Slazenger golf products, such as the Raw Distance family of balls, which include the new Raw Distance Extreme and Raw Distance Titanium, are available now at Dick's Sporting Goods.
Dick's Sporting Goods Inc
marketing@alchempro.com
