TaylorMade's Pre-Launch Campaign for its New R11 Driver "Not like the Others"

TaylorMade Golf Company is tapping a Sesame Street song “One of These Things is not like the Other” as the theme to introduce its revolutionary R11™ driver. The television advertisement challenges the traditional golf paradigm, just as the R11 driver is bucking industry standards with its iconic white crown and black clubface. The multimedia “Only R11” campaign from TaylorMade's advertising agency, NYCA, is scheduled to debut on The Golf Channel on January 3rd, 2011. 

The spot includes children's voices singing a chorus “One of These Things is not like the Other” as traditional, black-crowned drivers from competitive brands cross the screen in a monotonous parade. The final driver is TaylorMade's category changing, white-crowned R11 driver which dramatically interrupts the procession followed by the call to action “Only R11.”

“The R11 is the best driver we've ever made and it deserves something different,” said Bob Maggiore, vice president, brand and product marketing. “Golf marketing has become so cookie-cutter, and we felt it was time to move away from the pack.” By creating a spot like this, we've shown how this driver's stunning design, technology and performance clearly set it apart from the competition.”

Taylormade R11

TaylorMade Golf Company, makers of the No. 1 Driver in Golf and the undisputed industry leader in metalwoods, controls over 40% of the category market share and continues to drive the industry with bold new products featuring revolutionary technologies.* The latest statement made by TaylorMade will be the R11 driver, set to launch at the PGA Tour's season-opening Hyundai Tournament of Champions January 3 in Hawaii.

The R11's iconic white aesthetic will be reinforced throughout the campaign in broadcast, print and online executions that build off the strategy in the broadcast pre-launch spot. A “white out” will take place on TaylorMade's Facebook page and on select golf enthusiast websites. To visually support the revolution of white drivers on Tour in 2011, TaylorMade is also planning a series of retail “white-out” events to celebrate the bold new product.

*40% market share claim based off of On & Off Course retail sell-thru in dollar as reported by Golf Datatech from July 2010 through October 2010.

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About Taylor Made Golf Company, Inc. dba TaylorMade-adidas Golf Company
TaylorMade Golf has led the golf industry's technological revolution since the company was founded in 1979. TaylorMade metalwoods, irons and putters have been used to win hundreds of professional golf tournaments around the world. In 1998, TaylorMade became a wholly owned subsidiary of the adidas Group. adidas Golf creates high-performance, technology-infused golf apparel and footwear worn by hundreds of professional golfers around the world. Ashworth, which became a brand of the TaylorMade-adidas Golf Company in 2008, creates relaxed, lifestyle-oriented golf apparel synonymous with authenticity and quality. Learn more about TaylorMade-adidas Golf and its brands at (866) 530-TMAG (8624) or www.taylormadegolf.com, www.adidasgolf.com, www.ashworthgolf.com, and www.tmag.com.

About the adidas Group
About the adidas Group The adidas Group is one of the global leaders within the sporting goods industry offering a broad range of products across the three core brands adidas, Reebok and TaylorMade-adidas Golf. Headquartered in Herzogenaurach, Germany, the Group has more than 39,000 employees and generated sales of EUR 10.381 billion in 2009.

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