Grant Thornton makes do with gyro jargon

Rickie Fowler in "Jargon Caddie" by gyro Chicago/Denver for Grant Thornton

Rickie Fowler in “Jargon Caddie” by gyro Chicago/Denver for Grant Thornton

The caddie’s
annoying spiel
represents the kind of
empty gibberish that
customers would
never hear
from Grant Thornton


gyro Chicago/Denver makes an effective point with a string of whispered clichés in a new commercial for Grant Thornton starring American pro golfer Rickie Fowler.

Titled, Jargon Caddie, the spot “brings golf and business lingo together” by featuring a conversation between the world’s eighth-ranked golfer and a caddie who talks like an over-caffeinated motivational speaker.

Set on the fairway of a peaceful course and accompanied by a round of polite applause, Jargon Caddie will air during tomorrow’s Dell Technologies Match Play Tournament.



The caddie’s annoying spiel represents the kind of empty gibberish that customers would never hear from Grant Thornton, one of the world’s leading organizations of independent audit, tax and advisory firms.

Grant Thornton CMO John Harmeling says that the spot encapsulates a mission driven by customer satisfaction.

“What we hear from our clients is they’re tired of buzzwords and solutions not tailored to them,” he explains. “At Grant Thornton, we cut out the unnecessary jargon (and) pride ourselves on being both practical and personal.”

According to gyro press release, the spot is the first of a new “Obvious Change” campaign that falls under the umbrella of Grant Thornton’s “Status Go” brand platform.

“This ad is not expected,” says Doug Kamp, gyro Chicago/Denver’s Executive Creative Director. “That’s what we wanted to communicate for Grant Thornton — especially when they feature someone like Fowler who, like Grant Thornton, is known for his innovative, unconventional and exceedingly personable ways.”

gyro Office: Chi/Denver
Creative Team
   Executive Creative Director: Doug Kamp
   Group Creative Director: Ted Wahlberg
   Creative Director: Andy Mamott
   VP, Group Account Director: Gretchen Hentemann
   SVP, Strategy: Mark Witthoefft

Director: David Gray/SKUNK

Color Correction: Company 3 Chicago
   Colorist: Tyler Roth

Finishing: Method Studios Chicago

Post Production Producer: Joanna Woods

Contact Reel Chicago Editor Dan Patton at