Charlie Kautz

In 2011, TaylorMade changed the landscape of golf equipment when it introduced a white driver called the R11. Historically, metalwoods and in particular drivers had been painted neutral and dark colors like black and gray. The R11 was a massively different story and contrast in the marketplace. To promote the launch of this new product, the brand partnered with our creative agency at the time, NYCA, to create a television spot which teased the product using Sesame Street’s famous song, “One of these things”. Supporting our broader global marketing initiatives pushing the R11 driver, I wrote and edited the press release promoting the ad spot.