FootJoy, a renowned golf shoe brand, just launched a new commercial starring six-time PGA Tour winner Max Homa to promote its new Pro/SLX shoes.
Titled “Joy Ride,” the 30-second spot released today on YouTube is part of FootJoy’s global brand platform “Feel the Joy” crafted in collaboration with independent agency Opinionated.
The ad showcases Homa, the world's 10th-ranked player, experiencing the thrill of a perfect tee shot in his Pro/SLX shoes from FootJoy — making him fly into the sky with joy plastered on his face.
.@MaxHoma is feelin’ it. @DavisRiley68 and @DanielleKang are too.
— FootJoy (@FootJoy) April 4, 2024
Experience the Joy of the all new #ProSLX.#FeelTheJoy
Directed by Randy Krallman of Smuggler and set to the classic '70s song “I’m Not in Love” by 10cc, the ad opens with a closeup of the FootJoy Pro/SLX shoes worn by Homa.
Homa is then shown about to take a swing, with 2023 U.S. Open Champion Wyndham Clark looking on.
Right after hitting the tee shot in perfect form, the scene shifts to a dream-like sequence of the pro golfer flying in the sky with his arms spread wide, as “I’m Not in Love” starts to play in the background.
And it seems that six-time LPGA winner Danielle Kang and three-time NCAA All-American Davis Riley can relate to Homa.
Looking up, Kang says, “I love that feeling,” as Riley agrees, “Me, too.”
The spot ends with a Pro/SLX shoe coming down from the sky and the message, “THE ALL NEW PRO/SLX, FEEL THE JOY.”
A Shift From the 'Western' Approach
“Joy Ride” marks a shift in tone from FootJoy's last advertising approach which employs a cinematic Western-style campaign.
Still part of the “Feel the Joy” campaign, the “Pin Hunters” ad, launched in February during the Waste Management Open, featured a duel between pro golfers Will Zalatoris and Sahith Theegala.
This time, by featuring Homa as he experiences sheer joy in golf, the brand aims to connect with golf enthusiasts on a deeper level.
"For those who truly love the game and spend every waking moment thinking about it. This is what keeps you coming back, time and time again," Homa wrote on Instagram.
View this post on Instagram
“Joy Ride” debuted during the Valero Texas Open on NBC and The Golf Channel.
It will continue to be rolled out on TV, social media, and streaming platform Peacock, among others.
