Golfsmith: Because you #%$! hate golf

Retailer embraces the frustration and failings of its core customers in refreshing new spots from Preacher

There are no white specks cutting graceful parabolas over coiffed landscapes in Preacher’s new campaign for golf retailer Golfsmith. Instead, the antics on the course are more realistic – slice after slice, foraging in the rough, unpleasant intimacy with the water hazard. In a bid to woo more casual (and less accomplished) golfers in the green-jacketed afterglow of The Masters, the agency brought a bit of humor to a game that usually gets taken a little too seriously. Three 15-second spots are airing nationally now, with a 60-second anthem running online.