TaylorMade Golf

How to become credible in a new market

TaylorMade’s impossible problem

In golf, you either make woods or irons. TaylorMade invented the metalwood and became famous. But golfers would not take their irons seriously. No amount of advertising talking about the technology worked.

Brass Ideas big idea

Stop trying to sell the technology and make people dream instead. Make them part of a revolution in golf.


Today, TaylorMade is one of the leading providers of irons in the world. This early campaign was the big, attitudinal change that made that possible. And, for a piece of advertising trivia, it was one of the first spots ever done in the US by the now-famous movie director, Alex Proyas.

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