Our starting point was clear. To deliver a game-changing insight and a creative TV ad that would connect the brand to both the Irish & US market. To do so, a combination of science and art is featured in this ad showcasing both the internal technology and real life external frustrations felt by golfers struggling to ‘hold’ putts.
Our insight was, that what separates P2 Grips other competitors within the industry is the science behind the design. Unlike other grips that are designed purely on size, P2 Grips identified that aligning the shaft off-centre allowed for less movement of the wrist and results in more putts being hit directly from the ‘sweetspot’. This insight is articulated in the TV campaign.
This acted as the creative springboard for all future activations including digital content, live experiential and out-of-home where we work together with P2 Grips to capture, develop and promote the science behind putting technology.