Callaway Golf Europe has today unveiled "Pass It On", a cinematic celebration of the people who introduce us to golf and the moments that inspire a lifelong love of the game.
Launched to coincide with the best golfers in the world descending on Royal Birkdale for this week’s Major, the 60-second brand film tells the story of a young boy discovering the joys of the game through his grandfather’s passion for golf, from his crafting projects to tour memorabilia and well-loved equipment.
The film draws on the rich golfing heritage, prestige and excitement of the professional game, with nods to Majors past and present. It also highlights the public fairways that introduce so many people to the game, with filming taking place at Southport Golf Links, the council-owned municipal course just a short distance from Royal Birkdale.
Hand-crafted Callaway-themed zoetropes bring iconic moments from the professional game to life. The zoetropes, stop-motion animations hand-crafted from cardboard, feature Callaway Tour Staff professionals including Major Champions Xander Schauffele and Jon Rahm, as well as Nicolai Højgaard, Min Woo Lee, Sam Burns and Akshay Bhatia. Invented in 1866, the same decade golf’s oldest championship was established, the zoetropes provide a subtle link between the pinnacle of the sport and the way the next generation are inspired to pick up a club.
Appearing within the story is Callaway brand ambassador and content creator Georgia Ball, whose own professional golfing journey included Royal Birkdale. In “Pass It On” she appears as herself, one of the most recognisable female golf creators and coaches, reflecting the modern way many young people grow their interest in the game.
Further connections to this year's Championship are woven throughout the production, including a soundtrack by Merseyside band The Coral, paying tribute to the county that hosts Royal Birkdale.
“Pass It On” is part of Callaway’s "Nothing Beats This" brand platform which speaks to the moments, feelings, rituals and memories that golfers love about the game.
Chris Gregg, Marketing Director, Callaway Golf Europe, said: "Every golfer remembers the person who first put a club in their hands and Pass It On was built on this foundation. Set against the backdrop of one of the biggest weeks in golf, the film makes the connection between the game's big stage and the everyday moments that inspire a lifelong love of golf.”
The film was created in partnership with independent Edinbugh-based production company, BestBall North, and Callaway Media Productions Europe, the equipment manufacturers in-house production team. It will be distributed across Callaway Golf Europe's social and digital channels. It will also air in broadcast spots in the UK on Sky Sports coverage of the Open Championship.
