Tiger’s return to the Masters’ fairways is a big deal. But another major golf event has kicked off at the same time. Canadian luxury menswear brand, Harry Rosen, is launching a cheeky campaign for its first-ever golf apparel offering.
The TV spots by Zulu Alpha Kilo, which begin airing during live coverage of the Masters Tournament, feature all the trappings of a professional golf broadcast. Except the commentators aren’t gushing about the golf, but rather, the golfers’ style. They have far more to say about a player’s shirt game than their short game and the break in their pants than the break in their putt. The message is delivered with the dry wit that has been Harry Rosen’s calling card for nearly 70 years.
Interest in golf surged during the pandemic, with tens of thousands of young men across Canada taking up the sport. Harry Rosen is helping golf newbies to look like pros on the links.
“For over six decades Harry Rosen has helped Canadian men look and feel their best in their personal and professional lives. Advising men on how to present a look of confidence on and around the golf course is the next step,” stated Trinh Tham, executive vice president and chief marketing offcier at Harry Rosen. “We’re thrilled it’s come to life with the irreverent spirit inherent to our brand. The campaign is vintage Harry Rosen cheek.”
The golf campaign is Zulu Alpha Kilo’s latest installment in the brand’s Set the Tone platform, which launched in 2020. The idea stems from Harry Rosen’s founding principle – to help men dress their best and feel their most confident in any situation.
“Harry Rosen isn’t here to improve your score. It’s simply here to ensure you look and feel your best, whether you shoot 80 or 100. It’s a refreshing message conveyed in a smart and simple way,” stated Wain Choi, executive creative director at Zulu Alpha Kilo. “Then again, when you feel your best, chances are you’ll play a little better too.”
The full campaign includes video, out-of-home, social, in-store collateral, and print in golf publications. Media buying was handled by Harry Rosen. Zulubot handled post production and editing.
Credits:
Client: Harry Rosen
Client Team: Trinh Tham, Kristin Meier, Tatiana Isaza, Zoë Innanen, Paul Michel, Christine Kwan & Ben Kriz
Agency: Zulu Alpha Kilo
Chief Creative Officer: Zak Mroueh
Executive Creative Director: Wain Choi
Creative Director & Copywriter: George Ault
Creative Director & Art Director: Jacob Gawrysiak
Account Team: Jessica Hill, Robyn Morrissey, Cosmo Haskard & Chris Rosario
Planning Team: Heather Segal & Cameron Fleming
Production House: Beach Lion
Producer: Laura Nolasco
Creative Director: Mike Nolasco
Post-Production Company: Zulubot
Directors: Mike Nolasco, George Ault & Jacob Gawrysiak
Managing Director: Tom Evans
Head of Production: Adam Palmer
Video Editor: Max Lawlor
Post-Production Supervisor: Sarah Dayus
Online Editor: Felipe Chaparro
Audio Mix: Dino Cuzzolino
