When teeing off, distance is everything. But so are bragging rights. We needed to come up with an attention-getting idea that promotes one of Nike’s premier golf drivers while also pushing their new brand initiative to break into the crowded golfing category. Magazine advertising was proven to be highly effective with our demographic, so it demanded an arresting approach that would stand out among a sea of typical-looking golf ads. To playfully highlight golfers’ big egos, we created a 2-sided insert designed as an airline boarding pass, with clever copy on the front, product features on the back, all placed over dramatic landscape photography. Feel like trash talking? Just do it.