Daly Operation: Hot Licks From D. Original Kenny Powers

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During the Farmer's Insurance Open, which will begin on Thursday, Callaway Golf Company is going to debut some new commercials that emerged, presumably smirking and subtly humping their commercial-pelvises back and forth, from the febrile and reliably self-amused brainpan of Justin Timberlake. Callaway hired the Alpha Dog star as its new creative director last month, and put him to work with a Denver-based advertising agency on creating some new, edgier ads. Per the Wall Street Journal story linked above, these ads involve helicopters, trick shots, Las Vegas and Annika Sorenstam, which may not seem that edgy to an edgy young person such as yourself, but is presumably a giant step towards sexiness relative to whatever ads Callaway was running before that. I'm picturing Craig Stadler (or Ned Beatty playing Craig Stadler, whichever) reading Forbes by his swimming pool and then quietly half-stifling a burp. The Callaway logo appears. A lawnmower is audible in the background. Fin.

As someone who has used Callaway golf clubs before (ladies!) (also: poorly!) and wishes the floundering company all the best, I of course hope that Operation Timberlake Brand-Massage works out for Callaway. But the path to brand rejuvenation is clear for Callaway, if only they choose to look.

Before signing a deal with paunchy, long-driving golfer and sozzled human shipwreck John Daly, Maxfli was just another golf ball manufacturer. Then Maxfli got Daly in the studio, hooked him up (presumably) with the guy who directs Big & Rich's videos, poured several hundred beers on the aforementioned, and cut this iconic commercial/promotional video:

And now Maxfli is the most powerful corporation in the world, and CEO Don "Chip" Maxfli is the presumptive favorite in November's Presidential election. So, Callaway: what's it going to be? Do you want to succeed or not?

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