CALLAWAY GOLF CTU 30

Situation:

How do you introduce a revolutionary golf ball technology without sounding too "techie?"

Strategy:

Make the performance gains from the technology relevant, fun and real instead of scientific.

Media:

Print/Magazine spread

Copy (for all 3 ads):

The CTU 30. New from Callaway Golf. All the cutting edge technology of the Rule 35, re-engineered with the thinnest cast thermoset urethane cover ever - just 30 thousandths of an inch. For the ultimate in distance, feel and playability, thin is where it's at.

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