Callaway lights up Las Vegas for 'Epic Demo' campaign
December 16, 2011

Callaway Golf will unleash its 2012 product line with a creative campaign that takes golf from the green of the golf course to the neon of the Las Vegas Strip, in a series of 'Epic Demos', illustrating Callaway's mantra for 2012: "Serious Performance. Serious Fun."

Alvaro Quiros goes for the big carry over the Bellagio Fountains

Callaway Staff Pros Phil Mickelson, Alvaro Quiros, J.B. Holmes, Annika Sorenstam and others will star in the campaign, each performing shots that defy golf’s traditional image, transforming it into an urban myth. In the spectacular city of Las Vegas, iconic backdrops for the 'Epic Demo' campaign range from the Bellagio Fountains to the Mirage Volcano, and the rooftops of the Excalibur and Luxor Hotels.

Speaking to USA Today, Phil Mickelson said of the campaign: "I like this out-of-the-box thinking. It has the "wow" factor and it shows how excited Callaway is about its products. And instead of just telling you how great the products are, we show you in unique ways."

Phil Mickelson fires a wedge into the flame encircled island green

The campaign is directed by grammy-winner Joseph Khan, whose credits include music videos for U2, Lady Gaga, Eminem and Katy Perry, while newly appointed Callaway Brand Creative Director Justin Timberlake will also collaborate with Khan and the creative team during the forthcoming campaign.

Highlights of the shoot include:
• Alvaro Quiros and JB Holmes driving balls 325 yards over the Bellagio Fountains with the Callaway RAZR Fit driver
• Tommy Gainey and Freddie Jacobson hitting from roof of Excalibur to roof of Luxor
• Phil Mickelson hitting to a flame-encircled island green at the Mirage

Watch behind the scenes footage and the final commercial here

Callaway Brand Creative Director Justin Timberlake told USA Today: "It's always great when professional projects surround subjects that I am passionate about, and the sport of golf and my work with Callaway definitely fit that criteria. I'm looking forward to bringing a fresh perspective to this category – focusing on the social aspects, fun and lifestyle associated with Callaway and playing golf."

Director Joseph Khan discusses a take with Phil Mickelson and his caddie Jim 'Bones' MacKay

Director Joseph Khan added: “This is an approach to golf that I have never seen before. Golf is a very interesting thing to shoot because there is so much distance in the game. You have hundreds of yards to play with on any given stroke. As far as I'm concerned, I'm not really shooting a commercial on golf. This is an action shot. This is like shooting an action movie."