Mizuno’s JPX Invitational celebrates the pros in 12 averages Joes
On Monday, September 16, a dozen golfers will play a round at the Country Club of the South in Johns Creek, Georgia. But this is no ordinary round, even though these are ordinary golfers.
The JPX Invitational is the culmination of Play Famously, Mizuno Golf’s latest campaign that treats average golfers like pros. Throughout 2013, Mizuno outfitted 12 men and women — Team JPX — with clubs, apparel, lessons and gear. “Everyday golfers are just as important to Mizuno as the pros are,” explained Burke Lauderdale, a senior art director at McKinney. “By celebrating the average Joes, Mizuno is able to reach the majority of golfers exactly where they are and how they play. No one else in the category is playing in that space.”
The final phase of the experience is the chance to play in a golf tournament at a pro-level golf course the Monday before the Tour Championship in Atlanta. The winner of the JPX Invitational gets a tournament trophy and a dedicated win ad in Golf Week. Just like the pros. “People are intrigued by what the pros, what celebrities are doing, how they live. Allowing everyday people, our Team JPX, into that limelight is an experience unlike any other,” said Burke.
“This is something Mizuno has never done before. It’s something no one in the category has ever done before,” says Mark Belot, account director at McKinney. “There’s a perception among the high-handicap, average golfer that Mizuno make golf clubs only for elite players. With Play Famously and through the JPX Invitational, Mizuno is shattering those perceptions by embracing and celebrating golfers who love the game just as much as the pros.”
Added Will Chambliss, associate creative director, “This campaign has been all about making these 12 average golfers feel like pros. They certainly never dreamed they’d sign a sponsorship contract with Mizuno or have their names stitched on huge staff bags like the one Luke Donald has. The JPX Invitational will be the culmination of their experience.”