Like more than 12 million others in America, I watched Iowa beat LSU in the regional final of the NCAA women’s basketball tournament last week. The indomitable Caitlin Clark willed her Iowa team to victory over what appeared to this untrained eye to be a physically superior LSU opponent. Clark rained down triples on a game LSU defense and reminded viewers that she is the best passer of the basketball since Magic Johnson.
Clark not only dominated on the court, but she was equally dominant in the TV spots that ran throughout the game. She appeared in spots from State Farm Insurance, Gatorade and Xfinity.
But there was one commercial spot that jumped off the screen for me. It came, surprisingly, from the PGA of America early in the game. Titled “When I Grow Up,” it featured Tony Pancake, the director of golf at Crooked Stick Golf Club in Carmel, Indiana. A young actor emulating Pancake was asked to stand up in grade school to read an essay about what he wanted to be when he grows up before Pancake enters the spot doing various roles in his job.
“Powerful” is how PGA of America CEO Seth Waugh described the spot. He is not wrong.
The backstory on the spot was explained to me by Jeff Price, the PGA’s chief commercial officer, who was credited by his colleagues as being the driving force behind the campaign. And that story revolves around former NFL standout Peyton Manning.
Manning is the founder of Omaha Productions, a multimedia company best known for the “ManningCast” segment on “Monday Night Football.” The list of activities in which Omaha is involved is too long to detail in a golf publication, but it is impressive. Price briefed Omaha last August as the PGA launched its “We Love this Game” campaign. He wanted Omaha to tell stories of import about PGA professionals.
Coincidentally, Manning knew Pancake very well from the Pro Football Hall of Fame quarterback’s playing days with the Indianapolis Colts. In fact, Fahad Zahid, the PGA’s head of brand and marketing, told me that, coincidentally, Manning had written a glowing endorsement of Pancake in the selection process for Pancake becoming the 2024 PGA Professional of the Year.
“I’m thrilled that my good friend Tony Pancake is featured in Omaha’s new spot with the PGA of America for their ‘We Love this Game’ campaign,” Manning said. “I’ve known Tony for 20 years, and he is a wonderful ambassador for the game of golf and without a doubt the best golf pro I’ve ever been around. It feels great to recognize Tony, especially since he’s quiet, humble and never looking for attention, as he represents so many great PGA of America golf professionals just like him all over the country.”
The spot was shot over two days in February at a school and public golf course in Los Angeles. It was a short turnaround time to get it shot, edited and approved so as to be ready to air on ESPN during the NCAA women’s Elite Eight. It will appear frequently during the PGA Championship in May.
The “We Love this Game” brand campaign is intended to elevate and reinforce the roles of the more than 30,000 PGA of America professionals, showing how they influence the present and future of the game. This spot speaks to the sought-after attributes of a career and a PGA pro: being outdoors, being a leader in the community and making a difference in the lives of golfers.
As Price told me last week, “Omaha certainly nailed it.”
Pancake clearly enjoyed his acting debut.
“This was the first time I’ve done something like this, and while I was totally out of my comfort zone, I really enjoyed it,” he said. “Omaha Productions were fantastic and made me feel as comfortable as possible. I wish every PGA of America member could have the same experience. Any one of our 30,000 members and associates could have fulfilled that role. I love my membership within the PGA of America, and my career truly has been a dream job of mine since my childhood. I hope we can help inspire others to seek the same opportunities we have through this great game.”
Coming at a time of great unrest among the male touring professionals, this spot is a refreshing reminder of golf’s goodness. It starkly contrasts the Tony Pancakes of the world versus the greedy tour players who put themselves above the professional game and tore it apart in the process.
E-MAIL JIM
Top: The PGA of America's "When I Grow Up" campaign elevates the varied roles of club professionals.
Courtesy omaha productions