Topgolf just unveiled its latest summer spot starring puppet announcers created in partnership with Jim Henson’s Creature Shop.
Released on Thursday, the 30-second ad was developed in collaboration with Topgolf’s creative agency of record Anomaly, which has big brands like Johnnie Walker, Rimowa, Converse, and Budweiser in its client roster.
The sports entertainment complex posted on Instagram a dramatic teaser before revealing its two new stars.
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Titled “Free:30,” the commercial uses a sports news format centered on announcing Topgolf’s latest promo, which gives free 30 minutes of gameplay to customers who book a reservation at participating Topgolf locations in the U.S.
The spot opens with puppet correspondents Chaz Mulligan and Birdie Baker introducing themselves at the start of the broadcast, “fired up” about the Topgolf news they’re covering.
Chaz, who’s on location at a Topgolf bay, immediately reports about the sports complex’s 30-minute promo on weekdays (9 a.m. to 5 p.m.), featuring the Ruiz family enjoying the game.
In a hilarious twist, Chaz had to repeat the phrase, “free 30 minutes of golf,” twice after Birdie misunderstands it as “free Birdie” and “cheese burgie.”
The ad ends with Birdie going off tangent as she talks about her love for cheeseburgers
Making Summer Promotions ‘Fun and Relatable’
“Free:30” and the official reveal of Chaz and Birdie act as the third installment of Topgolf’s "Come Play Around" campaign launched in 2022, which focuses on highlighting player experience and enjoyment.
Anomaly was tasked with developing a concept that enables them to tie up different offers and promos in the future while maintaining — if not enhancing — Topgolf’s “playful tone.”
"So, take the classic earnest golf announcer and make them puppets. Voilà. And that's the playful vibe you experience at Topgolf. As we like to say, 'It's golf, it's not golf, it's Topgolf,'" Anomaly Partner and Global Chief Creative Officer Mike Byrne shared in a press release.
“Consumers are searching for value everywhere they go, and we wanted to find a way to highlight our value offers and summer promotions in a way that felt uniquely Topgolf,” Geoff Cottrill, Topgolf's chief brand officer, added.
It’s also hard to miss the glasses of ice-cold Pepsi on the sports desk, showcasing the eight-year deal Topgolf inked with the beverage giant on May 15.
Using the same sports news format, the puppet duo also starred in Topgolf’s ad promoting its latest game Block Party.
By using quirky characters Chaz and Birdie in all of Topgolf’s summer initiatives, Anomaly has allowed for the sports entertainment venue to have easily recognizable figures to represent the brand.
“Free:30” will run on TV, radio, and digital channels, and Chaz and Birdie will continue to be featured in new spots throughout the summer.
And if the campaign proves to be effective, Chaz and Birdie may just find themselves in it for the long haul.
