Pro golfer Rickie Fowler wants to make a statement. With a straw hat possibly?
Independent audit, tax and advisory firm, Grant Thornton this weekend kicked off its latest advertising campaign with two new TV spots during the Players’ Championship on Saturday, March 16.
The ads, created in collaboration with gyro Chicago/Denver, continue the brand’s “Obvious Change” campaign, which seeks to highlight some of the frustrations of working with professional services firms, and positions Grant Thornton as a different kind of service provider.
The campaign consists of two new 30-second TV spots, “Tailor,” starring American pro golfer and Grant Thornton sports ambassador Rickie Fowler, and “Lobster.”
In the spot called “Tailor,” we see Fowler being fitted at a clothing store, donning his signature orange polo. During the consultation, he expresses his desire for a suit to fit his unique style; but instead, the tailor keeps pushing clothing that doesn’t fit Rickie’s needs or tastes. Watch the spot below, directed by Skunk’s David Gray:
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“Both on and off the course, Rickie’s style is a distinguishing characteristic for him. We wanted to highlight his modern style and use humor to strike a nerve with a subject many can relate to – the need to be heard,” said John Harmeling, Chief Marketing Officer at Grant Thornton. “Like Rickie, our firm has a distinct style that includes listening to client needs and offering custom solutions versus a one-size-fits-all approach. We pride ourselves on our ability to listen and deliver in an unexpected way.”
“I like working with Grant Thornton because we both have a style that challenges conventional thinking,” said Fowler. “My clothes tend to get a lot of attention, so tapping into that was fun. I’ll be interested to hear what reaction my custom Grant Thornton suit will get.”
In the “Lobster” spot, a fine-dining restaurant patron asks his server about the freshness of the seafood, inadvertently setting off a chain of events to reveal the truth. “Need answers faster?” the end copy reads, directing viewers to the Grant Thornton website.
Doug Kamp, Executive Creative Director, gyro Chicago/Denver, said, “Grant Thornton is the epitome of a mission-driven challenger brand, and our ‘Status Go’ platform is about challenging convention in a forward-thinking way. We couldn’t be prouder and more excited about these new spots, and our continued partnership with such a brave team and brand.”
The spots coincide with the 2019 Players’ Championship tournament, held March 14–17, where Grant Thornton is a Proud Partner.
Client: Grant Thornton
Agency: gyro Office: Chi/Denver
Executive Creative Director: Doug Kamp
Group Creative Director: Ted Wahlberg
Creative Director: Andy Mamott
VP, Group Account Director: Gretchen Hentemann
Production Company: SKUNK
Director: David Gray