By SCOTT HAMILTON
Business WriterTaylorMade-Adidas Golf has scrapped a Maxfli ad featuring John Daly, following CBS’ rejection of the TV spot because of what it deemed as questionable content.
John Steinbach, a spokesman for TaylorMade-Adidas, which owns Maxfli, said April 26 that the ad has been removed from its television commercial lineup as well as from www.maxfli.com. Initially, TMAG officials criticized CBS’s decision to nix the 30-second spot, which features Daly singing in a bar and riding a golf cart while holding what appears to be a cup of beer.
The ad, which was produced by San Diego-based ad agency NYCA, was intended to reposition the Maxfli brand by conveying a “rebel” image. But it never aired on CBS after failing to pass CBS’ standards and practice committee.
“For us it’s very simple,” said LeslieAnne Wade, CBS Sports vice president of communications. “If there’s any implication that alcohol is being used in excess or while operating a vehicle, it would just not meet the network’s broadcast standards. Those are straightforward rules. Those aren’t recrafted every day because it’s a pretty standard policy.”
Meanwhile, Golf Channel had run the Maxfli ad, but restricted its airing to late evening hours.
Such limited distribution apparently left TMAG with no suitable alternative other than to pull the plug on the campaign.
Steinbach said TMAG hasn't decided its next course of action, but added that Daly, who signed an endorsement deal with Maxfli during the winter, will continue to be the face of Maxfli brand and be prominently featured in future initiatives.
"I guess we all learn everyday," Steinbach said. "We're in a rather sensitive society and environment. You really have to look at these things."
• • •
Scott Hamilton is a
Golfweek business writer. To reach him e-mail
shamilton@golfweek.com.
Posted: 4/26/2007
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