Tandem, The Colonie and Golf Pro Paige Spiranac Help SWAG Explain ‘What I Love About Golf’
Chicago-based production company Tandem, Inc. helped energize a celebrity testimonial in a new commercial for golf apparel and equipment purveyor SWAG.
What I Love About Golf is a 30-second spot featuring influential golf pro Paige Spiranac, who touts SWAG products while playing a round with a foursome. Created by agency Mother Bear, it highlights product excellence without “leaning overly into seriousness and prestige,” according to CCO Matt Kaminsky.
“SWAG is where the highest standard for quality and a desire to have some f—ing fun come together,” he says.
Spiranac is a fine spokeswoman. She is a former top-20 world junior player and current model with four million Instagram followers. After teeing off at the start of the spot, she turns to the camera and asks, “Do you know what I love about golf?”
A rocking montage follows. There are drives, splices and putts, friendly jokes and dogs at the turn. Colorful SWAG headcovers and golf bags mix into the action.
Tandem director Tyler Jay shot the footage with a “small but mighty crew” at Canal Shores Golf Course in Evanston. Tapping into Spiranac’s stylish authority, he captured things that make the game excellent. “It was refreshing to work with an athlete/influencer so committed to elevating the spot,” he says. “Paige was a total pro.”
Kaminsky expected this kind of synergy when he tapped Jay for the job. “Given Tyler’s experience shooting comedy and working with celebrities, partnering with Tandem was a no-brainer,” he says. Jay’s recent directorial accomplishments include a spot starring Charlie Sheen for Wild AF Brewing called The Case.
Of course, SWAG ultimately fueled the collaboration. “Making badass putters” and offering “designs centered around skulls, playing cards and nostalgic pop culture” are among the objectives mentioned in a portion of their website titled, The Hole Story. The company is a testament to What I Love About Golf.
The footage that Tandem shot will also appear in an abundance of social media content that will be dropping this spring. “The teams at SWAG and Mother Bear Agency were fantastic, and our crew absolutely brought it,” Jay says. “We filmed everything in just six hours.”
WHAT I LOVE ABOUT GOLF SWAG
CREDITS WHAT I LOVE ABOUT GOLF
Client — Swag
Agency — Mother Bear
Production Company — Tandem, Inc.
Director, Tyler Jay
DP, Paul Kreuter
Post Production — The Colonie
Editor, Joe Clear
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