Carl weathers reprises role as ‘chubbs’ for pga tour superstore gampaign

Derick 'Chubbs' Peterson Helps Golfers Find Their Happy Place in PGA TOUR Superstore Campaign

Happy Gilmore fans know that iconic golf legend Derick 'Chubbs' Peterson’s best golfing days are behind him - thanks to that alligator down by the lake. While his hand may be forever gone, his expertise lives on, in a new campaign from PGA TOUR Superstore and Tombras

America's largest specialty golf retailer has brought Chubbs – and his legendary mahogany prosthetic hand – out of retirement. Created by Tombras, the campaign consists of 3 x 30' films that see Carl Weathers reprise his role as Happy Gilmore's Derick ‘Chubbs' Peterson. PGA TOUR Superstore had previously used famous professional golfers such as Nick Faldo and Harry Higgs in their advertising. For this campaign, their creative agency Tombras had the brilliant idea of doing something a little more unique...

Dooley Tombras, President of Tombras said “There’s an entire generation of golfers out there for whom Chubbs Peterson was the first example of a golf pro they’d ever been exposed to. That’s a rare bit of nostalgia you don’t find in most business categories, that a brand like PGA TOUR Superstore would be remiss not to take advantage of. And for a category obsessed with using pro golfers, Chubbs is unexpected and welcome.”

“This campaign, like everything we have done with Tombras, positions PGA TOUR Superstore at the heart of the game as an experiential retailer serving as an extension of what people love about the sport. PGA TOUR Superstore really is golf’s happy place. So, when Tombras came to us with the idea of using Chubbs Peterson from Happy Gilmore to introduce our new tagline, we knew we had to do it,” said Jill Thomas, CMO, PGA TOUR Superstore.

Choosing to leverage nostalgia through popular characters rather than the more traditional route of using a sports star for this kind of campaign is a brilliant technique to make creative stand out. Results from a recent IPSOS US survey confirmed our belief that audiences most like to see famous characters in advertising compared to celebrities, famous music artists, and famous sports stars:

Which of the following do you most like to see in advertisements?

A. A famous character from a film, TV show or animation = 43%

B. A celebrity = 23%

C. A famous music artist = 18%

D. A famous sports star = 16%

Born Licensing was able to negotiate and secure the license for Happy Gilmore within the parameters of the client’s budget and tight timings. As licensing agents for Universal Studios, the Rights Holders of Happy Gilmore, we didn’t charge Tombras or PGA TOUR Superstore any clearance fees. We also managed the resource-heavy approval process allowing Tombras to focus on the production. We streamlined the submissions of all material for Universal Studios review to ensure they were comfortable with how their IP was being used within the campaign material. As Universal’s licensing agent, we were able to turn around faster than usual approvals to ensure key deadlines were met. (Click here to check out Universal Studios’ roster of loved movies including Jurassic Park, Back to the Future, Scarface, Shrek, Jaws, The Breakfast Club, plus many more).

The PGA TOUR Superstore campaign launched on cable and digital during the Waste Management Phoenix Open, followed by broadcast with heavy rotation on Golf Channel plus during key live golf tournaments.


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