Shawn Fedorchuk work credits. The PGA Tour’s “These Guys Are Good” slogan first debuted in 1997 and has been one of the most recognizable advertising taglines in all of sports.
The “These Guys Are Good” ad campaign showcased many of the emerging stars on the PGA Tour with a series of short documentary-style videos. And, fans and newcomers to golf were very appreciative to learn more about each of the new up and coming “young guns” on the Tour. There truly was a new breed player evolving on the Tour and this ad campaign capitalized on illustrating this in an impactful and artful way. In fact, this ad campaign raised viewership by 22%. In total, more than 36 million golf fans watched this video series on various online platforms.
The PGA Tour’s “These Guys Are Good” campaign told the told stories of the players, but also of the fans and the league itself. Fans candidly commented on each player, accented with great golf action and biographical footage. Golf highlight reel shots are paired with super 8 home movies to create a textured archival feel. Together, these elements painted an interesting cross-section of who each player really is, on and off the course.
The ad campaign also was a very successful marketing tool. For instance, it was instrumental in launching and promoting the FedExCup Playoffs. In fact, the “These Guys Are Good” ad campaign was the longest-running advertising campaign among major sports. This campaign was unique in that it showcased the new rising stars of the PGA while forecasting their legacies as future hall of famers.