In Hole 8, the final round of the 2024 PXG Championship. Son's tee shot bent to the right. As soon as Son looked at the ball and eagerly grasped the PXG logo on his chest, a crow flew in and bit the ball. The ball that fell off the mouth of the crow that flew right in front of the pin went straight into the hole. The result was a hole-in-one.
Everyone's eyes are wide open, and a phrase comes to mind. "Making miracles with different levels of performance."
It is absurd, but the video that happily unravels the miraculous luck that any golfer would have hoped for at least once is drawing keen attention from golf fans. This is a video of an advertising campaign created and released by PXG's official income source, Kanneh, with actor Son Seok-gu and the dolphin gang, an advertising production company.
The four-episode campaign comically depicts Son's attempt to win the final round against the backdrop of a virtual major golf competition. The dolphin monster group's unique sensibility expressed the golfers' desire in a sensuous and cheerful way. The dolphin monster group is Kakao Entertainment's commercial IP studio. It is spearheading the trend by featuring popular stars in a video with a new concept as well as its unique name, displaying a unique worldview.
PXG is the first golf industry to attempt such an advertising campaign. In particular, PXG, which had been engaged in marketing with the brand's unique military sensibility, is drawing attention from the industry in that it released a lively video content targeting the MZ generation.
The reaction is also hot. Since its release on social media such as YouTube and Instagram on the 13th, "Full Video," which contains four episodes at once, has been streamed more than 2.01 million times on YouTube as of the 29th.
"Golf is seen as a classic and calm sport, but it is hotter and fiercer than any other sports event because it is an individual event," said Seo Bum-seok, executive director of marketing at Carnegie. "Amateur golfers are not players, so they set the framework of the overall advertising concept with the hope that they enjoy the game joyfully rather than being stressed out even if there are moments when golf is not good." "All amateur golfers intuitively expressed a situation that they may have imagined at least once while playing a round on the field or watching the broadcast of a golf tournament. If you are a golf enthusiast, you will be able to enjoy the advertisement with a smile," he said.
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