Thursday, May 06, 2010

Does TaylorMade, Dick's Sporting Goods TV spot help identify their brands?

TaylorMade and Dick's Sporting Goods are joining forces to help sell more product in the nationwide chain of stores. Will this new TV Spot, "Transported", help to develop both companies' "brand"?



If you cannot see this commercial, click here.

As for the tagline "Victory Lives Here", meant to bridge the identity of each campaign, I feel it misses the mark for TaylorMade but works well for Dick's Sporting Goods, a self-proclaimed "leader" in golf club sales.

Rory Sabbatini in Puerto RicoAlthough it was mentioned in a PR piece by Michelle Edelman, president of NYCA (the ad company that created the TV Spot) that TaylorMade is "number one in drivers and number one in irons" this point was not convincingly conveyed in the commercial.

Should Rory Sabbatini have been chosen as a TaylorMade 'face'? He is hardly a positive role model. Just search his name on Google and you will find that Sabbatini is called everything from the "tour jackass of the week" to a "complainer". Do I like him? I met him briefly in Puerto Rico and I shall reserve comment.

Women were also left out of the loop. How about some representation by LPGA stars and TaylorMade Tour Staff pros Natalie Gulbis, Paula Creamer or Nicole Castrale? TaylorMade has a women's section on their website and Dick's Sporting Goods certainly sells women's golf clubs so why the lack of visibility?

The 30 second spot, which will appear on The Golf Channel and ESPN, is an enterprising decision between Dick's Sporting Goods Store and TaylorMade Golf but needs a bit more tweaking to ensure long-lasting positive results.

7 comments:

Jim Dauer said...

I agree. This is a better ad for Dick's than Taylor Made. However, just because both brands are presented doesn't necessarily mean the two companies split the cost of the ad down the middle. For all we know, Dick's absorbed 90% of the cost.

Had Taylor Made picked up most of the tab, I'm sure they would've stayed on message, reminding consumers that they are the #1 driver, by far, on tour. (Very effective stuff.)

Jim Dauer
Co-Founder, FullForesome.com

Stacy Solomon said...

Thanks Jim, good thought.

The message should have remained intact regardless of the cost parameters even more so, in my opinion, as Dick's believes that TaylorMade is their best-selling brand.

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