The race to the FedExCup peaks with the thrilling excitement of Fast & Furious Presents: Hobbs & Shaw starring Dwayne Johnson and Jason Statham
PONTE VEDRA BEACH, FLORIDA — July 10, 2019 – The PGA TOUR will launch a promotional campaign this weekend that thematically ties the dramatic intensity of the restructured FedExCup Playoffs to the most-anticipated blockbuster action movie of the summer. Taking advantage of being the only major sport to crown its season champion in August, the PGA TOUR is set to deliver to its most compelling conclusion to the season since the inception of the FedExCup Playoffs in 2007.
The campaign, which debuts during CBS Sports’ telecast of the John Deere Classic, is designed to not only excite fans, but educate them about the now three-tournament series and new winner-takes-all scenario for the PGA TOUR’s Ultimate Prize of the FedExCup and $15 million at the TOUR Championship in August.
Developed by the PGA TOUR’s Creative Studio and Brand Marketing departments in collaboration with the TOUR’s Los Angeles-based roster agency, Troika Mission Group, the concept was born from the objective of identifying a creative idea that would best tie these components together, including the TOUR “owning” the month of August on the sports calendar.
“With this one opportunity to play up the significant impact the competitive changes will have on the FedExCup Playoffs, it was important to deliver a new and innovative campaign that would capture the imagination of our fans,” PGA TOUR Commissioner Jay Monahan said. “Our team did a terrific job in developing the action movie concept and then bringing the vision to life with the help of our athletes. We’re very excited about the end product and being able to share it with our fans.”
Playing off the action movie, Hollywood blockbuster concept, PGA TOUR stars have been captured through black-and-white filtering with their most intimidating look, similar to how heroes, and villains, might be presented in movie trailers. The first series of these player-focused promos will depict the intensity and excitement of the Playoffs in a movie-style trailer.
The next phase of promos will take the action movie theme quite literally as scenes from the upcoming action-packed thriller of the summer, Fast & Furious Presents: Hobbs & Shaw starring Dwayne Johnson and Jason Statham, are spliced together with famed scenes from previous PGA TOUR events including the viral shots seen around the globe of crowds pursuing Tiger Woods at the 2018 TOUR Championship. The PGA TOUR’s broadcast ties to NBC and the launch timing of NBC Universal’s Hobbs & Shaw made it a natural fit.
Further solidifying the summer blockbuster campaign is renowned musician, composer and producer Tyler Bates, brought into the fold by Joel Beckerman and Amy Crawford of global sonic studio, Man Made Music, who produced all of the music and sound elements for the campaign, including the melodic signature (a mnemonic that serves as a memory trigger, tying all of the FedExCup Playoffs promotional music together). Bates, who composed the musical score for Hobbs & Shaw, developed a special piece of music for the TOUR’s corresponding Hobbs & Shaw mashups, something he was excited to do.
“As an avid sports fan, it was a great opportunity to produce music for one of the most significant series of events in professional sports today, the FedExCup Playoffs,” said Bates, whose many credits include writing and producing scores for other high-profile movies such as 300 and the John Wick and Guardians of the Galaxy franchises. Bates also solicited noted rapper L.A. Pryce to perform on the PGA TOUR track. Beckerman and Crawford of Man Made Music co-produced the recording session with Bates in Los Angeles at Capitol Records’ Studio A.
The cross-promotional trailers will debut two weeks ahead of the Playoffs across television and digital platforms, as well as be shown at movie theaters in all three Playoffs markets the week prior to the respective tournaments: Jersey City for THE NORTHERN TRUST, suburban Chicago for the BMW Championship and Atlanta for the TOUR Championship.
In addition to trimming the FedExCup Playoffs from four to three events, the biggest change from years past is the winner-take-all scenario at the TOUR Championship, rather than two different leaderboards for the TOUR Championship and FedExCup and the possibility of two different winners (as happened just last year when Tiger Woods won the TOUR Championship and Justin Rose became FedExCup Champion). A new seeding structure for the TOUR Championship, using strokes versus points, will provide one traditional leaderboard for both fans and players to track the competition.
The new promotional push marks the latest phase of the bold new Live Under Par campaign, developed with Troika Mission Group and unveiled last year – the TOUR’s first overarching advertising campaign shift in 20 years.
ABOUT PGA TOUR
By showcasing golf’s greatest players, the PGA TOUR engages, inspires and positively impacts our fans, partners and communities worldwide.
The PGA TOUR co-sanctions more than 130 tournaments on the PGA TOUR, PGA TOUR Champions, Korn Ferry Tour, PGA TOUR Latinoamérica, Mackenzie Tour-PGA TOUR Canada and PGA TOUR Series-China. Members on the PGA TOUR represent the world’s best players, hailing from 27 countries (90 members are from outside the United States). Worldwide, PGA TOUR tournaments are broadcast to 226 countries and territories in 23 languages. Virtually all tournaments are organized as non-profit organizations to maximize charitable giving. In 2018, tournaments across all Tours generated a record $190 million for local and national charitable organizations, bringing the all-time total to $2.84 billion.
The PGA TOUR’s web site is PGATOUR.COM, the No. 1 site in golf, and the organization is headquartered in Ponte Vedra Beach, Florida.
ABOUT TROIKA MISSION GROUP
Troika Mission Group (TMG) is a global brand experience and integrated communications consultancy with offices in London, Los Angeles, and New York. We specialize in research & insights, brand strategy & design, physical & digital experiences, advertising solutions, marketing strategy, and public relations. We leverage emerging technology, data science, and world-class creative to help brands deepen audience engagement throughout the consumer journey. Clients include Amazon Studios, Verizon Media, LVMH, Microsoft, Unilever, Tiffany & Co., Sony, Allergan, J. Crew, Apple, CBS Sports, PGA Tour, AT&T, CNN, HBO, Hulu, ABC, ESPN, Netflix, Intercontinental Hotels Group, Riot Games, Turner and UFC. For more information, visit thetmgrp.com.
ABOUT MAN MADE MUSIC
Founded by composer and producer, Joel Beckerman, Man Made Music is a global sonic studio unrivaled in creating iconic, enduring and powerful entertainment experiences. A trusted partner for Disney, HBO, AT&T, Citi, Nissan, CBS and Hulu, Man Made Music brings creative excellence, sound innovation and deep understanding through data on how sound affects emotions and behavior.
Man Made Music is a Fast Company Most Innovative company, an EXPLOR Innovation Award and repeat Promax Award winner.
ABOUT TYLER BATES
Tyler Bates regularly transitions from scoring some of the world’s biggest film and television franchises, such as Guardians of the Galaxy and John Wick, to rocking massive audiences with Marilyn Manson, and back to the studio again writing and producing. In 2004, he made waves by creating the menacing audio backdrop for the popular Zack Snyder reboot of Dawn of the Dead, followed by his soundtrack for the filmmaker’s 300. His oeuvre expanded to include films like Watchmen, Sucker Punch, The Devil’s Rejects, and Halloween I & II, and TV Shows like Californication, Kingdom, Salem, The Purge and more. Bates co-wrote and produced Manson’s 2015 epic, The Pale Emperor. As the band’s lead guitarist, he dedicated over a year to touring in support of the album on the headline Hell Not Hallelujah Tour. In 2017, he once again joined forces in the studio with Manson on the follow-up album Heaven Upside Down and returned to the road for a string of high-profile touring. More recently, Bates scored the blockbuster Deadpool 2, Atomic Blonde, The Spy Who Dumped Me, and The Punisher – Seasons 1 & 2. With more new projects on the horizon, Tyler Bates will undoubtedly continue to redefine what a composer is.