It’s amazing how commercials really can shape your view of a product, service, or company. I have always thought that Ship Sticks (a service that will ship your golf clubs so you don’t have to lug them through an airport) was a great idea but I hated their commercials. In fact, I hated them so much that it tarnished my view of their brand.
The first one that really bothered me was an ad with a beautiful women at her door talking to a ship sticks delivery man picking up clubs. The joke of the ad was a male voice coming from inside a golf bag asking “Honey, are we there yet?” My reaction to this ad was that it was insulting to men. And I wondered if male golfers found the ad funny? Also, I have no problem with beautiful women selling product but I think the overt exposure of the woman’s cleavage in this ad is gratuitous and using this tactic is just plain lazy. If you haven’t seen it, you can view the “Ship Sticks Anywhere” for yourself.
The next ad that seemed to run a lot on TV was called “Larry” which featured three co-workers giving a man a hard time for not having his clubs at the airport. Again, I thought to myself, do men really want to be portrayed as idiots (the three men questioning their co-worker)? At least “Larry” looked at the three men like they were idiots. Both these ads try to use humor but to me the ads are sophomoric and annoying.
I assume the ad agency presented the leadership of Ship Sticks all the demographic data that would indicate these commercials would be successful. Perhaps they are but I always thought the #1 Rule in advertising was don’t insult your customer; and 80 percent of golfers are male. Of course, I am a woman and have no idea if men find the portrayal of the man hiding in the bag and three co-workers insulting or funny.
Anyway, I am not writing because of the ads I dislike. I am writing because of the new direction of their commercials with two ads I recently saw on TV that I like.
The new ads use what I believe is a lifestyle approach focusing on things that golfers actually can relate to in their own golf lives. First is “Challenges” (see below) which shows images of bucket list golf destinations (with a voice over about ship sticks service). It might be viewed as boring or basic but if you are a golfer it catches your eye and makes you day dream (even if only for a few seconds) of playing those courses.
The other new ad that I like is “4 Buddies” (see below). Every golfer loves a great golf trip with their friends. Obviously, the reason I like this one if because women are the “buddies’ in the ad. Too many times I have seen golf commercials, online articles or print ads that are written as if only men take buddy trips. Not true! Yes, the majority of buddy trips are taken by men but I know many women golfers that take buddy trips. Now I think the ad will also catch the eye of male viewers because the women are young and beautiful (nothing wrong with that but I would surmise that most women taking golf buddy trips are a bit older).
Bottom line, I’m just one woman golfer but a smart marketer knows the “power of the purse.” Personally, my opinion is that these ads appeal to a much broader customer base and improved the brand image of Ship Sticks; and I might even try their service when I take my next golf trip.
Catherine, spot on in your assessment. The first two adds are just plain dumb but the last two are improved. Shipsticks seems to be fine tuning their marketing approach for the better. Thanks for calling attention to it.