Television is a powerful showcase -
if you can get your commercials on air.
Producing and clearing the new 2018 Cobra Golf commercials for airing on Sky Television has been one of the most challenging projects undertaken by Red Campion. Requiring every ounce of the experience we have.
The major golf businesses in common with many multi-nationals tend to create their commercials in their home market – in the case of Cobra Puma Golf, the United States. Whilst this makes sense from a number of points of view, it can present problems if the resource is to be used in secondary international markets, particularly ones like the UK that are tightly regulated.
Presented with two new films promoting Cobra Puma Golf’s new generation of King F8 golf clubs, Red Campion set about getting them on air.
The first task was to review the scripts and the claims made within them. Each claim has to be substantiated to the satisfaction of Clearcast, the regulatory body in the UK. Even though the commercials existed as 30 second films, Clearcast insist that new spots run through due process. And that means script first.
Having identified the claims requiring support, Red Campion working closely with client put together the necessary documentary evidence. For a specialist subject like golf technology, Clearcast use external consultants to review the validity of evidence provided in support of claims. And with new regulations having recently come into force with regard to competitive advertising, this placed extra pressure on the submission and the need to show compliance.
After several rounds of appraisal, the commercials were finally approved subject to the addition of new captions on screen and the Red Campion role moved from administration to production. Commercials coming in from the US typically run at a different frame rate to the UK standard. That requires a conversion which affects the running time. And the stations like Sky have their own requirements in terms of spec. Add in the need for new captions or supers and the production becomes quite technical.
Following final sign-off, the commercials were ‘played-out’ to Sky for airing, allowing Cobra to promote its new products to avid golfers who subscribe to Sky’s tournament coverage. The ideal way to dramatise the benefits of the new technology to golfers who might become ambassadors for the brand and to show it in the hands of leading Tour Pro’s like Ricky Fowler.