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Callaway Golf Company Tropicana Philips Consumer Electronics
Callaway Golf Company: Rule 35 Golf Balls

A unique ball needed a unique commercial. For this show, style was all-important. The creative and production values had to reinforce the legendary Callaway brand identity and its place in the history of golf. Our thirty-minute documentary revealed that there had been only limited advances in golf ball technology over the years, and told the story of Callaway's pursuit and achievement of a "better ball" through advancements in design, manufacturing, testing, and performance. The technology storyline was supported by testimonials from designers, engineers, and golfing greats such as Arnold Palmer, Annika Sorenstam, and Johnny Miller. The show had a high-tech look, with an upbeat tone that supported the playful name of the new ball, based on the unofficial thirty-fifth rule of golf: Enjoy the game.

Golfers responded. The innovative Rule 35™ golf ball entered the market and achieved record first-year golf ball sales, ultimately becoming the number two ball on tour.
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