In our TV and print campaign, the game of golf itself is embodied by Magnus, a boisterous 600-year-old Scotsman. He has a huge presence and strong opinions on everything from equipment to etiquette. He shows up at courses all over the world to impart his advice—but it’s in indecipherable Scottish. GAME GOLF is presented as the key to unlocking Magnus’s wealth of wisdom. TV spots during the Masters, print, and social executions helped bring Magnus to life for the next generation of players.