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This weekend sees the 2021 golf season swing into action with a brand-new campaign from the Sky Creative team. Following in the wake of the recent Formula 1 campaign, the Golf start of Season campaign also adopts the “it’s only live once, don’t miss it” call to action, reminding golf fans across the UK that the only place to watch the biggest golf tournaments of the summer, including the Ryder Cup, The Masters, the Open Championship and US Open, is on Sky Sports. The campaign was developed internally by Sky Creative, Sky’s in-house advertising and creative agency and the largest in-house agency in Europe.

While golf is undeniably a very different sport to F1, the creative team has managed to evoke the same feeling of ‘don’t miss it’ with a much slower pace. To achieve this the team focused on the tension before a shot is taken, which also required a well-crafted audio mix to build anticipation and focused heavily on a mixture of engaging music, commentary grabs and crowd noise for impact. The campaign features a series of 20” brand ads, a series of trading ads showcasing the price point and a handful of disruptive radio adverts as well as a broad suite of print and through-the-line assets.

Robbie Balfour, marketing director, Marketing Premiums, commented: “following last year’s disrupted season, Golf returns with a bang in 2021 with every Major and the Ryder Cup exclusively live on Sky Sports. Working with Sky Creative Agency and Mediacom, our season launch campaign “It’s only live once” uses iconic golfing moments to show that, as with all sport, the experience of watching live is truly unmissable. A simple idea, brilliantly executed”.

Robin Garton, Sky Creative’s executive creative director, Advertising added: “the consistency across the Sky Sports’ campaign’s is a wonderful thing. Beautifully simplistic, utterly engaging, maximum impact. It’s a great thing to be a part of”.